Toll was looking for support with their marketing strategy to develop and execute a superior value proposition for a niche market segment.

The Key Challenges faced included:

Commoditisation

Toll were facing intense pressure from their rivals. Avoiding the commodity trap would involve diving deep into the drivers of choice behind customer purchases.

Customer Value

Toll needed a value proposition that would showcase their strengths and capabilities – communicated in their customer’s language, not their’s.

Tailored Strategy

A tailored marketing strategy was required to help Toll concentrate their resources and marketing efforts on the best opportunities to grow profitable market share.

Industrial Ideas developed a distinct value proposition for Toll comprising of the following key B2B elements:

Market Research

Using past research studies, competitor reviews and strategic marketing documents we recommended a tailored and distinct B2B marketing solution for Toll.

Differentiation

The battle for differentiation needed to shift towards less transactional aspects, such as technical support and interactions wrapped around the Toll value proposition.

Superior Value

We crafted a superior value proposition spoken in the language of Toll’s customer, that was relevant, engaging, different and easy to understand.