Case: Paint Manufacturer

Situation > The Ebeltoft Group was hired by a multinational decorative paint manufacturer to optimize their approach to the professional market in Europe. Their wholesale approach was until then designed from a manufacturer point of view rather than a distributor selling directly to professional painters. Also, due to mostly historic reasons, the approach to market had developed heterogeneous among countries.

Approach > Local Ebeltoft members conducted an in-depth market analysis of the situation in each of the 10 focus countries. This analysis was supplemented by a survey among professionals, going into detail about their needs and purchasing behavior. Based on the findings, a European wholesale store strategy was developed in a series of workshops with international teams of the customer. The store is expected to being piloted starting autumn 2011.

Advice & impact Local Ebeltoft members conducted an in-depth market analysis of the situation in each of the 10 focus countries. This analysis was supplemented by a survey among professionals, going into detail about their needs and purchasing behavior. Based on the findings, a European wholesale store strategy and detailed commercial model was developed in a series of workshops with international teams of the customer. 3 pilot stores are expected to be opened starting autumn 2011.

The concept is aimed to increase ticket size as well as purchasing frequency at the store. Besides the financial impact, there is also a change management aspect: The customer’s organization has developed a strong awareness for customer needs and how to transfer them into wholesale operations.