Malvern Panalytical Becomes Market Leader in Southeast Asia
Malvern Panalytical worked with DKSH to develop an effective market expansion strategy to help boost its brand in Southeast Asia.
Malvern Panalytical’s scientific instruments are used by scientists and engineers across a wide range of industries to help maximize productivity, develop better quality products and get their products out to market faster. It employs over 2,000 people worldwide and is recognized as an innovator in the materials characterization markets including building materials, pharmaceuticals, mining and nanomaterials.
Challenge
About 15 years ago, Malvern Panalytical recognized Southeast Asia as a growing market with trends including an increase in healthcare expenditure due to an aging population, intra-Asian trade and a focus by consumers on well-being products.
To capitalize on these growing trends in markets like pharma, bio-pharma, food and beverage and materials, the company wanted to develop an effective market expansion strategy to fuel growth, especially in Southeast Asia, where they had limited coverage and lacked individual market insight.
Approach
They chose us as their single distribution partner for the whole region instead of having a scattered distribution network. This enabled us to establish a Regional Center of Excellence with expertise and capabilities throughout pre- and post-sales.
They strengthened collaboration through regional partner networks with academic professors and industry researchers positioning Malvern Panalytical as a thought leader in the industries they operate in.
They increased participation in business trade shows as well as organized seminars, workshops and online webinars in multiple local languages to enhance brand awareness and engage more customers and industry practitioners.
They provided comprehensive application support via DKSH’s demonstration labs. This included helping customers to identify and resolve analysis or application issues. They also provided sample preparation methods and sample testing services for its customers.
Result
Over the next five years, Malvern Panalytical successfully grew market share in Southeast Asia and subsequently strengthened its leadership position in the particle size market.
