CASE STUDY: Manufacture of spray technologies

Client Manufacture of spray technologies
Sector Manufacturer
Job function Sales / Marketing
Task Marketing Analysis / Sales Planning

THE CLIENT...
A world leader in the design, manufacture and production of spray nozzles, atomizers and fluid handling systems.

THE PROBLEM...
The client recently posed themselves two fundamental questions about the company:

"Who are our customers?"

"Where are our customers?"

THE SOLUTION...
Geoplan was able to resolve the first question by utilising its links with a leading Companies database supplier and appended SIC codes to the client's existing customer base, giving a detailed breakdown of exactly which industry categories were purchasing their spray nozzles.

Then, using Geoplan GeoAnalyser, they were able to answer the second question of where these customers were, by thematically shading Postcode Districts according to the number of customers in each. By comparing the total number of businesses in the selected SIC codes to the total number of customers, the client was also able to immediately identify areas of high and low market penetration. Having answered these initial queries, Geoplan GeoAnalyser then highlighted irregularities in the client's sales force territories - some had a disproportionate number of potential and actual customers.

Fortunately Geoplan GeoAnalyser allows quick and easy adjustment of such territories, so the client was able to transfer Postcode Districts from one territory to another, constantly monitoring the new value of each territory as changes were made, until a more equal balance was achieved.

THE BENEFITS...
The client is enthused about its Geoplan analysis, and in summary explained:

"Geoplan GeoAnalyser helped to quickly break down a big problem into smaller, answerable pieces."