Under the guidance of new leadership, B-E now has the opportunity to reestablish itself as the global leader in hoist and winch products for the aerospace industry. Timing for this could not be better — Goodrich, B-E’s main competitor, has recently been acquired and folded into a larger corporate entity, losing the power of its brand name as it operates under the ubiquitous UTC Aerospace umbrella. BDN believes this action may diminish Goodrich’s hoist and winch product focus and further reduce its ability to be agile and respond quickly to customer demands. This is a unique and significant opportunity for Breeze-Eastern to make important internal changes (improvements in customer service and technology) and quickly reestablish and reassert itself as the world’s only dedicated hoist and winch provider.
This marketing plan has been developed based on industry and brand perception research conducted from October 2012 through January 2013 and includes specific strategic and tactical recommendations to improve marketing in support of sales growth.
During 2013, BDN Aerospace Marketing recommends that Breeze-Eastern rapidly and aggressively increase its marketing presence, utilizing a strategic and robust schedule of activities and tactics designed to reinvigorate the B-E brand, demonstrate change, and displace Goodrich as a brand leader, ultimately driving preference
to support sales goals.
While we currently do not have many product/technology or service advantages,
the heart of our message is FOCUS. B-E’s single focus as a hoist and winch provider is a distinct competitive advantage that delivers the benefits customers care about most: Reliability of Product and Support. It is important that we demonstrate credible backup for both claims.