Industry Expertise for Manufacturers

How do you reach your target customers most effectively?  Indian River Consulting Group has been helping companies of all sizes, in many different industries answer this question for over 20 years.  Our focused channel management engagements generate real results, such as the following:

§      A European flooring manufacturer enjoyed market dominance in Europe but was struggling to penetrate North America.  IRCG assessed and re-designed its distribution channel strategy in 60 days.  Two years later, the company’s North American sales had increased by 145%. 

§      A well known consumer products company wanted to expand into the commercial/professional market without diluting its strong brand equity.  IRCG consultants conducted primary market research and analysis, designed cost effective marketing channels and management systems, and developed detailed sales and logistics models for the new business unit.  The division exceeded its revenue goals and achieved 30% annual growth. 

§      A market-leading building products conglomerate needed to improve the efficiency of its distribution channels to maintain its competitive position.  Some executives within the company had already concluded that a radical overhaul of its distribution network was the only viable option.  IRCG showed the company how it could cut costs while actually increasing the reach and effectiveness of its existing marketing channels – a low risk, high return solution. 

§      A Fortune 500 equipment manufacturer was unable to determine the financial return on the tens of millions of dollars it invested in promotional programs each year.  IRCG applied its proven assessment methodology to develop a thorough picture of customer segments and their buying behavior.  Using this insight as guiding platform, we jointly developed a revolutionary new approach that increases effectiveness, reduces cost and provides clear, measurable success metrics.  The entire project lasted less than 8 weeks. 

§      A small manufacturer of electrical products expanded its product offering only to see the new lines languish.  Worse, the changes caused existing product revenues to erode, threatening the firm’s survival.  IRCG used primary research and our proven analysis framework to quickly but methodically determine that the new offering created fundamental hidden conflicts with downstream channel partners.  Within 45 days we were able to diagnose the problem, reposition the new offering and realign the market strategy to eliminate the conflict, recovering lost revenue.    

We are successful because we use channel management theory as a starting point, not an end in itself.  Our methodology is highly data driven, but we focus on information that is important, rather than just easy to measure.  For example, SIC or NAICS codes can be used to define a market space with great precision but they won’t tell you which businesses actively balance vendors and which prefer to consolidate their supplier base. Real segmentation often requires a practical understanding of the behavioral drivers of all channel players: consumers, retailers, dealers, specifiers, contractors, industrial buyers, broadline distributors, specialty distributors, agents, sales reps and even internal constituencies. 

At IRCG our channel management work is performed by seasoned partners with hands-on experience in a broad spectrum of industries.  Our methodology begins with a proven analysis framework and doesn’t end until you achieve results. 

Call us for a free phone consultation, or email info@ircg.com.