Marketing for Lighting Manufacturers
Gardco's Gaskins Series luminaire, specified by Hugh Lighting Design, adorns the perimeter of the 2009 Skyscraper of the Year - Aqua located in Chicago, Illinois
The Gaskins was a great fixture selection due its contemporary style and photometric performance. Because of those reasons - this luminaire has a rather limited applicability beyond that market thus, luminaires like the Gaskins Series are not typically offered by a lighting conglomerate.
How Marketing Benefits Manufacturers
Whether a manufacturers’ goal is to operate more profitably and invest in the continued operation of the business, or has a short term plan to divest (cash out) the company to a larger lighting conglomerate - marketing will play an important role in obtaining the financial results.
With the progress of solid state lighting, energy efficient controls and other green initiatives, technology impacts the lighting industry more now than ever before. In fact, larger lighting manfacturers expect (and openly communicate to their sales forces) that a high percentage of business shall be generated from newly developed products.
Thus, a comprehensive marketing plan is really the business-related task that no lighting manufacturer can succeed without. The objective of our comprehensive marketing effort is to assist independent manufacturers determine how to invest your most critical and precious of assets – time and money.
Ideally, manufacturers should conduct a marketing study before investing in prototypes, tooling and inventory. Lumen Efficiency Consulting considers these factors and others including the competitive landscape prior to making important investment decisions.
Once committing to new products – manufacturers must work quickly and get them to market with a launch strategy including alternate routes to market.
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