Safetec Of America
Marketing Strategy Development
Ken Bianchi, Vice President of Sales
The project enabled us to refocus on our existing markets and channels of distribution. This provided opportunities for accelerated growth within our core business. New products and programs resulted in increased penetration of existing accounts as well as expanding sales into major new accounts.
Founded in 1991, Safetec of America manufactures infection control, first aid and compliance products sold to medical, safety/ first aid and industrial markets. Products are sold through several channels, including its distributor network, contract packaging and several private-label agreements.
Over the years, Safetec of America experienced tremendous spikes in business due to the outbreak of various epidemics, including SARS, Bird Flu and Swine Flu. Once the medical crises passed, however, business would return to previous levels. The company maintained a solid base but was unable to sustain real growth on a consistent basis. Management believed a differentiating strategy, value-added programs for key distributors, enhanced outside sales function and pull-through demand from end-users were needed to drive new business growth.
The joint Insyte-Safetec team formulated a comprehensive marketing program designed to meet the above needs. The company’s manufacturing strengths and core competencies were clearly defined to provide the primary focus for the plan (i.e., business-to-business emphasis within its existing markets). A major initiative was to provide key distributors with private-label products, in addition to Safetec branded products, to increase penetration and solidify relationships with these accounts. The overall positioning (differentiation strategy) emphasized the “ease of doing business” with Safetec. This includes exceptional customer response, on-time delivery, short lead times and low minimum-order quantities. This overall positioning became the foundation for building the Safetec brand equity.
40% overall growth for the last two years.
20% annual growth for private-label sales in each of the last two years.
10% annual growth for Safetec branded products in each of the last two years.
Key janitorial & hospital supply distributors used to gain entry into new markets.
Branding reinforced through: