Brand Name: Genesis I&C
Product/Service Type or Description: Surveillance equipment
Overview:
MZI Global Inc. identified the markets with the greatest use for DVR’s and other surveillance equipment.
Genesis I&C is a manufacturer of surveillance equipment looking to extend its reach into the U.S. market. Through state of the art DVR and camera technology, Genesis strives to provide a safer, more secure business, residence or school. MZI Global Inc. used their expertise to identify product potential in the U.S. market and strategies to reach their target market.
Client Objective:
- Identifying purchase decision criteria
- Identifying which models of equipment were of the most interest to the U.S. consumer
- Establishing the Genesis brand among other well-known domestic and foreign brands
Market Challenges:
- Identifying U.S. security device market/buyers
- Examining the major areas of Genesis' competitive advantage
- Evaluating current U.S. competition
- Establishing distributor channel strategy
- Creating necessary Genesis marketing and communication tools
- Little brand recognition in United States market
MZI Global® Solutions:
- Identified U.S. and non-U.S. markets where Genesis’ surveillance equipment would be successful
- Conducted surveys to determine what models and specifications U.S. consumer is seeking
- Produced marketing tools to reach the U.S. market
- Created a branding strategy to increase brand recognition in the U.S. market
MZI Global® Results:
- MZI Global Inc. evaluated the current economic, social, political and demographic factors that directly affect the potential for Genesis to achieve successful U.S. market entry
- MZI Global Inc. has provided Genesis with a list of relevant security devices distributors, dealers, wholesalers and home centers, and announced the main needs and concerns of targeted U.S. buyers
- Strategy formulation based on primary research, market mapping, and best practices by Asian companies in the U.S. market