International growth for British innovator and manufacturer
Elecro Engineering, global heating equipment manufacturers in the swimming pool and spa sector, needed to position their business offering for the Chinese, Spanish and French markets.
Defining the brand essence
A marketing and branding review workshop enabled bcm to fully understand Elecro’s marketing direction and a clear marketing strategy was devised.
Halo product-led strategy
Brand awareness was weak in the target countries, so bcm adjusted Elecro’s brand positioning to show them as an innovator and the strategy led with halo product, Quantum.
Effective overseas launch of the Elecro brand
With an aim to become a key supplier for Europe’s main distributor, sales presentations, logo development, brochure and exhibition materials were all tactical elements of the strategy. This enabled Elecro, and a number of their products, to be launched effectively in the overseas markets.
High volume sales in Europe
• Two successful product launches in the target markets. • Repositioning of an entire product range. • New distributor agreements reached in each of the target countries. • High volume of products sold within the European markets.