A Bright Idea Turns Global:
THE MATHMOS STORY

CRESSIDA GRANGER M.D.
2

Presentation title - edit in the Master slide
“ The Perfect Gift for one’s friends one’s relatives and dash it all
oneself ”

3
MATHMOS BUSINESS
Manufacturing the original lava lamp
in Dorset
Mathmos also designs a range of
other ambient lights
Our l...
WHOLESALE TO ETAIL
Traditionally we sold direct to retailers in some export markets
Through agents and distributors in oth...
BENEFITS OF ETAIL OVER WHOLESALE
No middle men pushing up prices and eroding margin
No waiting and chasing for payment
Con...
WHY BOTHER WITH WHOLESALE ?
To reach minimums for overseas production
To maintain a high street presence for our products
...
OUR ETAIL STRATEGY
Local sites, hosting, currency, languages and support in key countries
Pan European site scooping up th...
MANAGING THE TRANSITION
Severe pruning of our customer base
New Terms and Conditions for existing retailers
Close manageme...
Click:Connect:Sell- A Bright Idea Turns Global: The Mathmos Story
Click:Connect:Sell- A Bright Idea Turns Global: The Mathmos Story
Click:Connect:Sell- A Bright Idea Turns Global: The Mathmos Story
Click:Connect:Sell- A Bright Idea Turns Global: The Mathmos Story
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Click:Connect:Sell- A Bright Idea Turns Global: The Mathmos Story

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Celebrating its 50th birthday since inventing the lava lamp in 1963 Mathmos has grown under the ownership of Cressida Granger to generate a turnover of £18m and to sell in countries worldwide. In this presentation Cressida provided a case study of how an established brand seized new opportunities that were being offered by the e-tail revolution

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  • Click:Connect:Sell- A Bright Idea Turns Global: The Mathmos Story

    1. 1. A Bright Idea Turns Global: THE MATHMOS STORY CRESSIDA GRANGER M.D. 2 Presentation title - edit in the Master slide
    2. 2. “ The Perfect Gift for one’s friends one’s relatives and dash it all oneself ” 3
    3. 3. MATHMOS BUSINESS Manufacturing the original lava lamp in Dorset Mathmos also designs a range of other ambient lights Our lamps are mainly for home use, often bought as gifts We also supply bars, clubs and sensory rooms Most of our sales are export Twice winners of the Queen’s Award for Export 4
    4. 4. WHOLESALE TO ETAIL Traditionally we sold direct to retailers in some export markets Through agents and distributors in others We were online early with an award winning website in the 1990s Gradually more business has shifted to online sales direct We are now 50/50 turnover But contribution is far higher for the etail side 5
    5. 5. BENEFITS OF ETAIL OVER WHOLESALE No middle men pushing up prices and eroding margin No waiting and chasing for payment Control over your product and brand presentation Less stock, less cash, less headache for the same profit Direct relationship with the end consumer No price wars eroding the value of your goods online No wholesale costs; trade fairs, brochures, staff… Speed of innovation and communication 6
    6. 6. WHY BOTHER WITH WHOLESALE ? To reach minimums for overseas production To maintain a high street presence for our products We make some money.. To supply public spaces and business areas we can’t reach directly To reach export markets who are behind online To sell very low value items 7
    7. 7. OUR ETAIL STRATEGY Local sites, hosting, currency, languages and support in key countries Pan European site scooping up the rest Exclusive international etail model out of Europe Focus on owning a niche and driving people to the sites that way Proactive online PR, targeted AdWords spend Amazon across Europe We have just begun 8
    8. 8. MANAGING THE TRANSITION Severe pruning of our customer base New Terms and Conditions for existing retailers Close management of our I.P. images, trademarks etc. Use Amazon marketplace not as a customer or route for others Constant close monitoring of the online space Be brutal control your own brand, products and profit Our aim is to have the shortest route to the consumer over as much of the world as possible. THANK YOU 9
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