Helping the brand gain altitude
A leading performance lubricant company in the aviation market recalibrates its global competitive strategy to capture greater market share.
A world leader in aviation lubricants had some success with early-adopter customers when it itroduced it new performance lubricant but organic growth rates were relatively slow and the company had recently lost two large customers, just as opportunity for its flag-ship product was widening with the introduction of new generation aircraft engines. Management were concerned that slowing conquest sales coupled with customer attrition would diminish long-term profitability in the sector. Management turned to Focus Solutions for assistance.
The answer lay in better understanding the market growth drivers – distinguishing between constants, predictions and uncertainties and how these varied between regions; re-segmenting the market not by customer but by jet-engine technology and how this related to buyer behaviour and product demand; and the correlation between the pricing strategy and customer loyalty over a 24-month cycle.
A new market segmentation model enabled the company to more accurately profile future sales suspects and prospects, and better distinguish between loyal customers and brand switchers. Working with business development, marketing and technical engineers we helped reposition and refine the value proposition to increase customer ROI based on total transaction cost; and create an organisation structure more aligned to support existing customers and take advantage of the emerging market opportunity. We took the lead in articulating a comprehensive, evidenced-based strategy that was approved by the Group Board.
Two years since the strategy was developed the company won a number of major airline operator accounts, increased the Average Selling Price and increased market share in it’s newly defined core market.
