DSM health ingredients: B-2-B engagement tools
The challenge
Help an Ingredient company to reposition themselves as Solution Providers rather than Ingredients Supplier.
For some time HMT has been supporting the company at a strategic level, helping them to become their customers’ partners for success rather than just selling commodity ingredients.
The HMT approach:
By helping our client understand how their customers’ brands can win, we help them position their own offer and brand competitively.
- Training Marketing, Sales and Business Development teams on the FourFactors® of Success. How to identify and multiply successes and avoid failures in NPD. The training was followed by the development of Case Studies for key brands in Food, Beverage, Supplements and Dairy which could be used with customers to trigger conversations and open new projects
- Development of a bespoke sales toolkit powered by the FourFactors® The toolkit included support-materials to preare for sales-meetings plus an information-finder to optimise the use of purchased reports & databases.
- Novel branded ingredient Brand Positioning contributing to better targeted customer approaches and an award-winning brand launch
- Brand Positioning projects with customers for successful application of novel ingredients
- Value Proposition Development
To develop a differentiating customer-centered Value Proposition
- Expert presentations in international events such as Vitafoods
- Consumer Trends Spotting and presentations
The result
An award-wining positioning for a new Branded Ingredient. Plus customer-centered value propositions, and a team who better understands their customers (who also use the FourFactors approach) and begins to share a common language with them.