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Case Studies

Dual Brand Strategy in Warewashing

A world leader in foodservice and related equipment to the commercial markets with a focus on emerging markets in the high end of the market with expensive, but high-performance products.

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Issue

The client was considering the development of a two-tier product strategy in China market to follow successful strategies in other geographies. Its management needed assistance to build a viable channel strategy and product positioning based on an objective assessment on market of quantification, supplier dynamics, distribution trends and other factors in China. They needed to penetrate to the emerging high-end market with high-performance products.


Approach

The client must look in assessed product activity across a full range of foodservice application segments such as hotels, QSR, independent restaurants, in-plan and rate positioning products for the client which exploited company strengths and brand pull with developments in the market.


Solution

Solidiance conducted deep-dive analyses on leading local Chinese suppliers who dominated the lower to mid tier price segments and looked into the key price or performance tiers as well as forecasted future growth rates and segment shifts.


Engagement ROI

The client fully characterized the low to mid tier domestic China market for ware washing equipment in terms of size, segmentation, pricing, channel, growth and competitive dynamic. Solidiance developed an effective two tier product or channel strategy to optimizing market coverage and overall sales.