Very rarely does a company get presented with the opportunity to enter a market that is being created like a blast from a shotgun. Business-to-business and business-to-consumer markets almost always evolve from a current marketplace and grow over time. However, regulatory changes are one source that can offer the opportunity of a lifetime if a company is agile enough to seize it. Blue Pearl was presented with the challenge of positioning a company as the premier product manufacturer and distributor in both a B2B and B2C space that literally erupted overnight. We jumped at the chance.
Our client came to us with product expertise, small-scale manufacturing experience, and loosely designed distribution plans. While each is critical, it is the smooth melding of these factors that make companies truly successful. Additionally, immediate execution of the plan was critical to a successful launch. No problem.
Blue Pearl began with a two-pronged approach. We dove into both the supply and demand side of the business by digging deep into the company’s manufacturing capabilities and distribution plans, and understanding their unique product expertise. At the same time, we executed an exhaustive and extremely detailed market sizing analysis to predict the demand side of the equation. Our next step was to match the two, define any gaps, and determine how to position the company and their products as the most superior available. This particular market is driven primarily on product quality and innovation.
Through extensive market research and consumer needs analysis, we built a plan to position the company as not only the premier product for consumers, but also as the premier supplier to other distributors, allowing our client to maximize the return on their investment. This plan covered marketing to both target customer segments, and ongoing product development and competitive analysis. By positioning the company in the B2B space, rather than just the B2C market, we ensured the most control over product advancement and competitive knowledge, factors critical to ongoing success.
We are currently in the implementation phase of the project, which will continue for at least 12 months. As a team, the client and Blue Pearl are agile and quick to adjust to fluctuations in this young and unpredictable market.