Monks and Crane Industrial Group Ltd. – Market Share Development

The Task

Monks and Crane Ltd, National Distributors of Industrial & Engineering Tools, operated in a stagnant marketplace where growth within their traditional customer base was limited.

Alternative sales development was seen by the company to be crucial if it was to sustain its market leading position. The extensive range of products stocked and distributed by the company was typical of their competition and action was required to review the company’s product offering and sales channels. 

The Solution
On completion of a Marketing Audit, The Marketing Edge (TME) identified a number of market segments with real market growth potential that could be attacked by Monks and Crane through extending the range offered in one of its incumbent product families.

Personal Protection Equipment (PPE) was sold as a standard product range, but it was recommended by TME that market penetration into the identified market segments, with this extended range, could return profitable market share.

An Integrated Marketing Communications (IMC) was developed to re-launch the company’s PPE range to its existing and potential customers including:

• Brand Identity – ‘SHE Matters’
• Database Management
• Design & Production of 200 page Product Catalogue
• Direct Mailing Campaign
• Sales Promotional Literature
• Trade Advertising
• Trade Exhibitions

How our solutions achieved success

The benefits to Monks and Crane have been threefold:

a) The Company has managed to re-position itself as a specialist supplier of PPE through the ‘SHE Matters’ branding.
b) SIC driven databases have extended the potential market for sales personnel.
c) Sales have increased by 23% since the launch 12 months previously.