Marketing Strategy

KG Moore develops market entry strategy for global storage system company Gratnells

KG Moore is working with Gratnells, located in Harlow Essex, to define a market entry strategy for the veterinary sector. The marketing launch is taking place at the London Vet Show this week, a key platform for generating brand awareness.

‘Gratnells came to me with a specific need to enter new markets, in order to grow awareness of their brand and increase sales outside of their niche market, the Education sector,’ said Kim Moore, Marketing Strategist at Colchester based KG Moore.

She continued: ‘Gratnells are an amazing company – a leading manufacturer of tray storage solutions, exporting their products to over 40 countries and producing three million storage trays a year. I’m working with them to create an international marketing strategy, and entry into the UK veterinary market is just one tactic that Gratnells will be undertaking,’

Gratnells has been one of the leading suppliers of storage solutions to NHS and private hospitals for the past 40 years. The comprehensive range of trolleys, frames, trays and boxes are ideal for medical storage needs. It is this product range that fits the needs of the veterinary market, making expansion into the veterinary sector low risk.

Gratnells already has a number of veterinary practices using the products and proving the need for the solutions. It is the organisation’s intention to become the primary supplier of storage solutions to the veterinary market and developing new products to meet their needs. Part of the market entry strategy has involved a move to market direct, through a dedicated website selling storage solutions for veterinary practices and referral centres. Development of the e-commerce site has been a collaborative effort between KG Moore and Colchester based WDL. This site is now live and can be viewed at

The full marketing launch will take place in November 2012, using the London Vet Show as a key platform to generate awareness of the Gratnells brand.

Commenting on KG Moore’s marketing consultancy work, James Hammond, Sales & Marketing Director of Gratnells, said: ‘Kim is a brilliant strategist and has left no stone unturned in getting the research, strategy and tactical plans developed for the veterinary market. Her project management skills are at an extremely high level, and her attention to detail is very impressive. We’ll be working with Kim on other major marketing projects throughout next year – and I’m looking forward to that.’

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