HVAC system

Develop your unique customer value proposition

The competitive rivalry in the Australian mechanical services industry is intense. Most competitors are offering identical services to the same customers, with price often the main differentiator. The Technical Maintenance Services division of BSA decided it was time to do something different.

BSA engaged Lighthouse Marketing to facilitate a strategic marketing workshop with their management team.

The workshop objectives were to understand the Technical Services division’s competitive advantages, identify their target markets, and create a unique customer value proposition. By thinking about what BSA does best, and the customers that value these capabilities most, the management team went away from the one day workshop with a new story to tell to a select group of customers.

The next step in the process is the development of marketing strategies based on BSA’s new positioning.

The strategic marketing workshop and subsequent report from Lighthouse Marketing has enabled us to focus our marketing and sales activities on those key market segments that value what we have to offer.

Philip Crawford – General Manager Business Development