Transforming Lander Tubular Products: A Case Study in Brand, Sales, and Marketing Development
Biskit first collaborated with Lander Tubular Products as part of the SC21 Supply Chain initiative, which supports companies within the Automotive, Aerospace, and Defence sectors. At that time, Lander had already developed their company strategy with Chris Owen and Partners. Our role at Biskit was to enhance their brand, sales, and marketing strategy.
With clearly defined sectors, a high-quality approach to business, and a strong team ethic, working with the Lander team was a pleasure. We adopted a combined 1:1 and team-based approach, starting with a fundamental question: “Who exactly are your customers, and what problems do you solve for them?” This exercise, crucial in complex buying environments, revealed multiple answers.
Collaborating with the senior leadership team, we identified key buyer types and built detailed profiles for each customer segment, including Technical Directors, Heads of Purchasing, Managing Directors, and Supply Chain Managers. This initial exercise was challenging since it was new territory for the business. Often in sales, the focus is on the immediate buyer, neglecting the broader team, which can increase client attrition risks when responsibilities shift.
Next, we worked with the sales and marketing teams to devise strategies for connecting with these diverse buyer types, tailoring messages that resonate with each.
Once we established this foundation, we conducted a series of engaging exercises, exploring every aspect of the Lander brand and its implications for customers, suppliers, and other stakeholders. The engineering team won our branding exercise for their creativity, demonstrating the collaborative spirit of the project.
Over several weeks, we guided the Lander team through the development of a comprehensive marketing plan.
This plan encompassed PR, direct marketing, events, sponsorships, and partnerships, targeting specific clients in both existing and new markets. Our market research highlighted new opportunities in high-growth sectors such as Power Generators, Hydrogen, Nuclear, and Off-Highway.
Client Overview
Lander Tubular Products has a proud 140 year history, initially producing toast racks from a small attic near Birmingham.
Over the coming decades, the company took advantage of new opportunities, becoming one of the leading manufacturers of tubular products for the UK Automotive industry, including clients such as Nissan and Jaguar Land Rover.
Today, the Lander group (based in the UK and USA) is renowned for producing high quality, solution orientated, tubular products for a range of different sectors around the world.
Project Overview
Leveraging our sales expertise, we helped the sales team implement a Key Account approach to new clients, scrutinising every detail necessary for success. Throughout the project, Biskit applied its extensive knowledge of sales, marketing, key account management, and strategic planning.
By the project’s conclusion, we were thrilled to see the marketing plan in action, generating new inquiries from targeted growth sectors.
Even after project completion, we continue to support Lander, recently sharing our thoughts on Corporate Social Responsibility and Environmental Social Governance. We are proud to see them establish a working group to develop their own ESG strategy.
- Team training
- Brand Strategy
- Key Account Management
- Sales & Marketing Strategy
- Marketing Training
- CSR & ESG
