A major player in the educational microscope market had lost significant market share to their competitors. In a flat market, the only way to gain growth was to regain the lost ground. Realizing that one way to gain the support of dealers and catalog houses that sold thousands of other products, Ms. Foster launched a 6-week program of high visibility technical seminars at key Fall tradeshows, coupled with personalized meetings with dealers and key catalog accounts.

Outcome:

Startled by, but very appreciative of, the technical support and visibility, dealers and catalog houses alike swung their support to this brand. At the end of 6 weeks, with only about 1/3 of the program in place, they upped their commitment for the Spring buying season by 12% in a flat market. Unfortunately, a change in management removed Ms. Foster before the program was complete. The new manager lacked the technical and market development experience to carry the program forward.

Comment from the VP of the key competitor: "We knew the day you walked into that position - we began to lose market share. We also knew the day you left - we got that share back and more".