From competing on price to defining the standard.
Location
Australia
Sector
Industrial safety manufacturing
Operating since 1993, TRAX hand-moulds composite anti-slip step, walkway and ladder covers for aviation ground support, rail, heavy transport, mining and emergency services, for customers of the order of Virgin Australia, Jetstar, Queensland Rail, Shell and Petronas. The product was the most durable in its category. The category bought on price, and every specification conversation came down to a per-unit quote.
We repositioned TRAX from supplier to standard-setter, rebuilding the proposition around the risk being solved rather than the product being sold, and giving the business an education-led platform so a conversation with a safety manager begins with the hazard rather than the price list.
TRAX now sells against the cost of a fall rather than the cost of a step cover, and competes on a standard it helps define rather than a number it has to defend. The engagement also showed us something we have relied on since: a repositioning built in Toronto can hold up entirely in a market on the other side of the world.