Understanding the steady growth of cell phone use in Canada, a major global wireless company was searching for a solution that would maintain and increase its market share in this high-growth region. MarketStar worked with the client to develop a program that better influenced dealers and retailers through virtual product representatives. Through MarketStar's solution, the client provided greater support to its dealers at a lower cost than competitors could and continues to enjoy a strong market share in Canada.



Channel Profile

The increasing cell phone usage throughout Canada brought significant growth opportunities for the client. Industry statistics continued to indicate steady growth in cell phone usage, and some experts predicted that more than half of all Canadians would be mobile phone customers by 2003.

However, this growth potential triggered intense competition from other cell phone manufacturers eager to gain market share and customers. While the battle for awareness and recognition occurred through advertising, the client's Canadian division knew that the war for new customers and phone sales would be fought ? and won ? at the dealer and retailer level.

Challenges

Cell phone manufacturers faced a common problem ? how to influence potential customers at the dealer level. In order to address this and other issues, the client sought a partner to help them:

? Maintain and increase market share in the Canadian market

? Provide greater support and coverage at a lower cost than competitors

? Gather intelligence from the point of sale

Solution Design

MarketStar understood that it is ultimately the dealer and their sales associates who recommend cell phones to customers and businesses. Therefore, the manufacturer is twice removed from their target customer, which creates a challenge for manufacturers who are trying to promote their phones to the end customer.

To better influence the dealers, MarketStar's plan called for virtual product representatives. These elite sales professionals managed the last three feet of the retail floor and were on the front lines for the client, making an impact on the customer's purchasing decisions at the moment of sale.

MarketStar's sales representatives developed relationships with carriers and principle owners, providing product training that differentiated the client's brand from competitors? products. The MarketStar team also implemented sales incentives for carriers, dealers and retailers through marketing development funds and supported national campaigns originating from the manufacturer's corporate offices in Ontario.

Additionally, MarketStar's coverage model provided the client with field intelligence from the point of sale, including sales information, competitive data, product quality issues, sales barriers and successes. As a result, the client received current and relevant data from the ground level, enabling them to quickly make more informed decisions.

Implementation

One of the most crucial aspects of the client's strategy was the ability to provide greater support and coverage at a lower cost than competitors. Through MarketStar's professional outsourced sales model, the wireless company had twice the number of representatives meeting with dealers than competitors did.

This advantage was especially important during ?Carrier Rallies.? These rallies occurred simultaneously across Canada, which meant that most manufacturers could not adequately cover all of the events. As a result, other cell phone manufacturers missed valuable opportunities to meet with dealers across Canada. However, because of the expanded coverage, the client provided full support for these events through MarketStar's virtual product representatives.

An additional program aspect that grew out of the relationships between the Market-Star team and retailers was the ability to provide enhanced problem solving and support for dealers. Previously, if customers had problems with a phone, they contacted the manufacturer directly to solve the problem. When technical problems now occur, MarketStar's team steps in and provides solutions faster, allowing the dealers to maintain positive relations with their customers.

Results

? Using MarketStar's plan, the client successfully defended and grew its market leader position in Canada.

? MarketStar's program efficiently provided the client with twice the promotional coverage for the same price as competitors.

? MarketStar product representatives established positive and beneficial relationships with dealers and principles.

Products and Services

? Professional Sales Teams

? Product Training

? Market Intelligence

? Merchandising

? Product Demonstration

? Assisted Selling