Benchmarking channel strategy for Drives business

CASE STUDY
Benchmarking
channel strategy for
Drives business
The Client
The client is a global manufacturer of components and
solutions for refrigeration and air conditioning, heating
and water, and motion controls. It has a turnover of 6 billion
USD and employs approximately 26,000 people worldwide.
It is present in 20 countries and its sales network consists
of more than 140 sales companies as well as 450 agents
and distributors across the globe.
Business Context
The client was facing growth challenges for its Drives division in India as it is
not a well-known brand in the country. Moreover, being a pure play, its range of
products is not comprehensive and this affects the company’s ability to enroll the
right partners. Although the company has established strong direct relationships with
strategic “A” category customers, it is finding it difficult to penetrate a wider range of
“B” and “C” category customers through channel partners.
The company wished to benchmark its go to market strategy for the Drives division
vis. a vis. competition and examine ways to accelerate its growth in India.
Prayag was selected to carry out this engagement on the strength of our proven track
record in market assessment, growth strategy consulting, industry understanding and
network. Prayag’s good mix of primary and secondary research, strong interpretation
skills and the ability to present an objective picture based on findings also bolstered
the case.
1
Email: info@prayag.com
www.prayag.com

CASE STUDY
Prayag’s Solution
In order to understand client context clearly, the Prayag team held
extensive talks with the client’s management team and understood
the objective and expectations. Next, the team framed individual
questionnaires for interviewing the client’s partners/customers, key
peers, channel partners/customers, and the influencer community.
Services
Provided
• Market Research
• Advisory Services
A mix of face to face and telephonic interviews was used to gather
inputs from the representative sample of respondents.
The team then analyzed the quantitative and qualitative data
rigorously to determine priority areas for the client to enhance the
effectiveness of their distribution strategy as well as to understand
industry best practices.
The report offered actionable recommendations on:
• Dealing with difficulties faced by the client’s partners/customers
• Strengthening partner policies
• Priority areas for the client to enhance the effectiveness of their
distribution strategy
• Addressing communication gaps between the company and its
customers and providing a mechanism of two way communication,
including a feedback channel
• Adopting industry best practices being followed by peers.
Improving the brand equity to enhance the channel’s performance
was also suggested.
Benefits
The company benefited from this study as it provided an
independent assessment of how to address a key business
pain-point. We also provided recommendations to implement
a revamped distribution strategy
The company is currently implementing the recommendations
made by Prayag.
Analytical prowess, strategic
thinking and understanding
the market perfectly by your
team has immensely helped
us get the market insights
and develop implementation
model.
Industry expertise was the
key. We wanted to ensure
that we chose a provider who
understood the complexities
of our business model.
We are delighted with the
way you have diagnosed
the scenario with your
perseverance and timely
execution and provided us,
in a concrete manner, all the
deliverables and more to do
regarding the deliverables.
The team from Prayag has
been proactive in reaching
out to all our stakeholders
for the consulting exercise.
I would like to thank the full
team for the professionalism
and courtesy extended to
us and look forward to
continuing our relationship
because you truly understand
our business.
- A key member of the
management team
Prayag Consulting Pvt. Ltd.
45/B, 2nd Floor, Front Wing, 1st Main, JP Nagar 3rd Phase, Bangalore - 560 078. INDIA
Phone : 080-41200439
2 Email: info@prayag.com
www.prayag.com