Company
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.
Situation
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, abusiness 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.
Solution
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, 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.
