Case study: Checkpoint Safety

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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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