Dynaweld is a mid-sized, third-generation family business specialising in the manufacture and wholesale of welding supplies.
Background
Australia’s largest self-serve hardware retailer, Bunnings, issued a supply tender for the category of welding supplies, equipment, and accessories.
Bunnings invited Dynaweld to the RFP but advised they were an outside chance due to their small size and lesser-known brand in the marketplace.
The Opportunity
At the time of the tender, Strategic Specialists Group was already providing sales and marketing services to Dynaweld. The opportunity was to increase engagement and take the lead on preparing the response proposal to Bunnings and negotiating a supply contract.
A Marketing Director with sector expertise in retail and wholesale sales was engaged, supported by a Sales Director.
The Process
The Marketing Director, with support from the Sales Director, was engaged for six months on this project. Specific deliverables included:
- Customer segmentation: Introduced a new customer segment — the DIY (do-it-yourself) end consumer — in addition to wholesale customers such as Bunnings, Mitre 10, and Thrifty.
- Customer value proposition: Reframed messaging to “the right tool for the DIY job at home” rather than technical information for professional tradespersons.
- Product marketing: Shifted focus from product features to customer benefits.
- Product bundling: Created “value packs” to assist DIY customers, increased SKUs, and introduced new customers to the category (e.g. DIY welding starter kit).
- Packaging and promotion: Redesigned packaging and marketing collateral to differentiate and perform in a self-serve retail environment.
- Marketing communications: Developed “value pack” promotions aligned with Bunnings’ objectives to support in-store self-serve selection and attract new category customers.
- Merchandising: Redesigned Bunnings product bays to aid DIY customers, including display board user guides, scannable on-pack QR codes with demonstration videos, and selection guides matched to DIY project examples.
- Tender proposal: Developed and produced the full tender proposal, including visual representations of product bays, planograms, pricing structures, and packaging and merchandising samples.
- Sales toolkit: Created a sales toolkit to support the tender proposal.
- Sales team training: Delivered training and capability development to ensure the sales team could confidently present the tender.
- Deal negotiation: Participated directly in negotiation with Bunnings.
The Outcome
Dynaweld was awarded category exclusivity for Bunnings nationwide. As a result, the size of the business doubled within 18 months and doubled again in the following 18 months.
Other outcomes included:
- Innovation leader: The brand became the category leader, driving innovation across the sector.
- Customer centricity: A clear focus on the end customer now drives product and market development.
- Long-term strategy: A marketing-led orientation continues to create value for both Bunnings and end consumers.