B2B businesses need to understand the end consumer and not just their customer.
Go Rewise is a venture of Ganesha Ecosphere which is one of the leading recycled
PET Fibre manufacturers in India. It’s goal is to recycle 25% of India’s pet bottle
waste by 2025, thus conserving resources and establishing sustainability in the
value chain for its customers.
In order to achieve their vision, there were some challenges, viz:
How do they create a premium brand in a price sensitive market
How do they motivate their customers to use recycled PET packaging
What should be their go to market strategy
They engaged with Val-More to help navigate through these challenges.
We started with understanding both the customer (B2B) and the end consumer
(B2B2C) behaviour regarding sustainability and use of recycled PET packaging. We
can help our customers better if we understand how we can help them improve value
for their consumers.
With these insights, we developed a detailed bulls-eye (muse) profile of both the
customer and consumer, and the respective value proposition using The Val-More
Framework©. Go Rewise became a brand which started being valued by its
customers at enabling them to connect better with their consumers on sustainability
and use of recycled plastic packaging.
We then worked on the go to market strategy for Go Rewise, helping them target the
right companies, meet with the key decision makers, and collaborate with the right
partners. We helped them identify and build marketing and selling capabilities
required for execution.
As a result, Go Rewise was able to sell its entire installed manufacturing capacity,
and set up additional capacity to meet the growing demand. Go Rewise is
increasingly being recognized by its customers as a reliable partner which helps
them connect better with their end consumers on sustainability and recycled
packaging.
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