Electronics
New Product Development Process

Client: B+B Smartworx

Industry: Electronics

Market: Europe

at a glance

B+B Smartworx is a US multinational that designs, engineers and manufactures network connectivity and data communications devices for rugged and remote conditions.   The company operates globally through a network of sales offices,strategic partners and distributors.

  • NPD process development
  • Datasheet preparation
  • Distributor communications
  • PR co-ordination
  • Marketing collateral

“8 product launches across 20
international markets in 12 months”

Client Need

B+B Smartworx is a global company with its headquarters in Illinois, USA. The company has no European marketing offices and sought the services of IMS Marketing to work with its Product management teams in the co-ordinated release of new products to the market over a 12 month period.

The Result

Our first task was to define a NPD process which carefully managed all customer support and channel communications requirements. This process was adopted formally by B+B and it was the role of the IMS team to co-ordinate this. Over a 12 month month period 8 products were launches and with each launch, we were responsible for ensuring the completion of datasheets, pre-launch communications to channel partners in over 20 countries, co-ordination of multilingual press releases with PR agencies across Europe and working with the B+B website team for the synchronised online release of each product. This case study demonstrates the importance of having a robust NPD process and the ability of IMS to manage complex marketing programs internationally.

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