Becoming a solution provider requires more than knowing your own ingredients. You need to understand the customer's product, challenges and market well enough to help solve the problems they face.
The challenge
A UK-based lecithin and speciality ingredients supplier wanted to move beyond competing primarily on product and price and strengthen its position as a technical solution provider.
An upcoming international whey conference, where the company was a sponsor, created an immediate opportunity to put that positioning into practice.
The team understood lecithin well, but had less exposure to the wider whey protein market, how WPC80 and WPI are used, where performance challenges occur and how customer requirements are evolving.
The approach
Basis Advisory designed and delivered a full-day strategic workshop that brought together the company's technical, commercial, and marketing teams.
The session covered the whey protein market and changing customer demand, WPC80 and WPI processing and applications, the role of lecithin in wetting, dispersion and mouthfeel, and emerging technical challenges and innovation opportunities.
A hands-on tasting of whey, milk and plant proteins helped the team experience differences in flavour, texture and mouthfeel directly. The workshop then translated the technical learning into potential opportunity areas and more solution-focused ways of engaging customers.
The outcome
The team developed a stronger working understanding of whey proteins, customer pain points and market direction, while also identifying application areas for lecithin that had not previously been considered.
Ahead of the conference, they were better equipped to move conversations beyond ingredient supply and towards understanding the customer's application challenge and where their expertise could help.
Turning technical knowledge into customer value?
Tell us about your team and the conversations you want to have with customers. The first conversation is free, focused and without obligation.