09 Oct Strategic Alliance – Giving you a competitive edge.
A Strategic alliance with another company or brand, can really help create a point of difference and fuse together complimentary products or services that will deliver a competitive edge and create disturbance in the market.
Identify What Will Add Value
In 2008, working as a Category Manager for Holts Car Care, I was responsible for an emergency puncture repair sealant product called Holts Tyreweld. A fantastic product which would seal and inflate a tyre if you incurred a puncture. The main benefit of the product, was that it would help you get back on the road and to a tyre repair centre quickly and safely. One of the negatives however, which was holding back the products growth at the time, was the reluctance of the UK tyre repair outlets to repair the puncture once the latex sealant had been put into the tyre.
Make Sure The Alliance Is A Good “Fit”
The solution was to approach the management at National Tyres & Autocare and strike up a strategic alliance agreement. This would ensure that any of the 235 NTA branches would repair the puncture of any tyre treated with Holts Tyreweld. NTA were quick to see the commercial opportunity of having their brand and contact number tagged on over a million cans of Tyreweld in Tesco, Halfords etc.. and the benefit of delighting the customer with a solution. The initiative grew the products sales by over £500k in the first year.
Communicate Why The Alliance Works
Fast forward to today and one of our clients Kraftwerk Tools has joined forces with Franke Sinks to help complement its Mobilo Workshop Storage solutions. The new product package introduces a Franke sink, detergent, hand sanitiser gel and paper towel dispenser, alongside their existing range of storage cabinets, all in one neat solution. PMF Marketing has then developed the concept further, with new advertising in the automotive press, which not only communicates the alliance, shouts about getting your workshop “organised”, but also reinforces the government guidelines on hand washing and keeping Covid-19 safe at work. The new ad will go live in Professional Motor Mechanic (November 2020). The complete package offers a unique, quality solution for the customer and has fantastic standout in the magazine delivering a powerful yet clear message for the consumer.
If you believe your business would benefit from a market audit and some fresh thinking developing a new sales and marketing strategy, contact PMF Marketing today for a free 30 minute consultation.
