Case study: Checkpoint Safety

The objective

Entry to India via a distribution model

Checkpoint Safety is an innovative designer inventor and manufacturer of a commercial vehicle wheel safety indicator 

The Challenge…

Understand the potential challenges and objections to the product in a market that is not mature and the differences that may be required in approach to an embryonic market

The solution…  

Market assessment providing strategic insights on commercial vehicle wheel service and maintenance in India. The information researched provided Checkpoint Safety with an in-depth understanding of the potential Indian customer.

Barriers to overcome: 

  • Price point differential
  • Intellectual Property and value of the product being damaged by unauthorised manufacturers imitating product
  • Brand recognition

The Results

  • Identified a series of routes to market unique to India not considered previously by the client –  Retail Route
  • Identified mechanisms to position the business direct to OEMs
  • Provided clear recommendations to develop the market visit. 

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