• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Click:Connect:Sell- A Bright Idea Turns Global: The Mathmos Story
 

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

on

  • 281 views

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 ...

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

Statistics

Views

Total Views
281
Views on SlideShare
281
Embed Views
0

Actions

Likes
0
Downloads
14
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • {}

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

  • 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 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
  • 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
  • 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
  • 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
  • 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
  • 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