Go to Market Strategy
Kirby HVAC&R (formerly known as Heatcraft) is a leading manufacturing and wholesale distribution business serving the needs of the HVAC & Refrigeration industry across Australia and providing sustainable refrigeration and HVAC solutions.
Global IQ Group was engaged by Heatcraft in 2017 to help source, commercialise and launch a range of residential air conditioning units under the Lennox brand. Due to internal resource constraints at the time, Global IQ Group were engaged to be their virtual Product Management and Marketing team, helping deliver a new product introduction on time and on budget.
The process began with a project brief. Global IQ Group then developed the product specifications for the Lennox brand, as well as identifying and sourcing global manufacturers that would be able to bring their product to life.
After an extensive global search, Global IQ Group was able to support the local Heatcraft team with a visit to China to oversee the first manufacturing run, ensuring that the units being produced met the rigorous quality standards and specifications.
In addition, Global IQ Group was championed with all of the commercialisation activities. These included coordination of the MEPS (Minimum Energy Performance Standards) registration for the units in compliance with Australian regulations, as well as packaging design and labelling. A full suite of technical marketing materials including product brochures, operating manuals, user manuals, and service manuals were also developed.
The Lennox air conditioning range was successfully launched in 2017.