Imagine: it’s minus 20 outside, the whole family is gathered for the winter holidays. The cat is lying on the floor, purring with pleasure because it’s warm at home. The heating works automatically: the boiler maintains the temperature, signals malfunctions, and is controlled from the phone. And if something goes wrong, the service team responds faster than the cat can get cold.
When the client came to us, they already had a powerful product line. And even Red Dot for the design of the equipment. But in the process of entering international markets, Teknix faced a high level of competition and low awareness of the brand among local consumers. And what they don’t know, they don’t choose.
How to scale sales to other countries without getting lost in the shuffle?
This query is best answered by a detailed marketing strategy that takes into account the specifics of competition in particular countries, communication strategy, positioning, and other aspects of business promotion.
The results of the research and important nuances of launching equipment on international markets are described in this case study.
| How long did it take to develop the strategy? | 150 hours, 4 working weeks |
| What was the composition of the team to develop the marketing strategy? | Head of Marketing Team, Head of Content Team, Head of PM Team, operational marketer, SMM specialist, Head of PPC, Facebook PPC. |
A few words about the company
TEKNIX PRO is a manufacturer of smart electric boilers from Hungary, which has been creating stylish, technological and efficient solutions for domestic heating since 2013. It has been actively operating in Ukraine for the last 5 years.
🔧 The company’s product is modern electric boilers with:
- mobile application (free, unlike competitors);
- cascade connection;
- with a capacity of up to 24 kW;
- modern design and awards (Red Dot, as a confirmation).
All interaction is through partners:
Importers → Distributors → Wholesalers → Installers.
The route to the customer’s heart
To understand the foundation on which the future of the brand is built, we dived deep into the anatomy of the heating market: people’s fears, decisions, hesitations and hopes. Into their “why to buy”.
Teknix’s goals were ambitious, which is why our market analysis took place in parallel in several markets.
Poland: environment + subsidies + solar panels = hybrid heat
This market is dominated by environmental transformation. Here, boilers are being replaced not because of tariffs, but because of subsidy programmes.
Gas boilers still dominate, but not for long — they will be banned from 2027.
So far, electric boilers occupy only 5-10% of the market. Therefore, this is a window for a brand that offers energy independence, especially through connections to renewable energy sources and the “Clean Air” programme, which partially compensates for the cost of installation.
Serbia. A door that suddenly opened
A few years ago, the market was saturated with Russian brands.
But sanctions changed the rules of the game. And today this space is open.
Firewood is still the main resource (43%), but the government has already announced a programme to replace coal with green technologies. Subsidies of up to 65% for energy-efficient solutions and low electricity prices are ideal conditions for Teknix.
Serbia is already looking for new solutions. And Teknix can be one of them.
Mongolia: from smoke to light
Ulaanbaatar is one of the most polluted cities in the world.
Winter here lasts from September to May. Temperatures are down to -30°C. And 41% of homes are still heated with coal.
But the government is already making changes: a chimney-free zone, green lending programmes, and the development of wind and solar energy.
So far, the focus of subsidies has been on gas, but given the potential of solar and wind energy and smart home automation, electric boilers logically fit into the future architecture of eco-friendly living.
Kyrgyzstan: cold, unstable, but with prospects
Mountains, unstable generation, poor infrastructure. But this is a field of opportunities.
People here are not looking for the most innovative, but for something reliable and simple. Offline still reigns here. But this is a chance to bring new quality, create recognition and raise the standard. Teknix can become the first “European experience“ in local outlets.
Conclusions
We saw markets not as numbers in reports, but as stories of transformation. Each country has its own “pains”, its own drivers, its own goals.
Each market has its own language. But the brand style should remain recognisable. It should be spoken loudly, reasonably and convincingly — through positioning, offline and online channels.
Behind every conclusion in this analysis is real market research, not just a collection of statistics, but the intersection between the country’s economic and political course, the balance of opportunities and constraints.
Іnsight: before you start analysing the market, you may think you already know all the facts, but afterwards you realise that the market is changing faster than your perceptions of it can adapt.
Competitor analysis: a systematic approach
In the process of competitor analysis, we study websites, social networks, positioning and advertising channels of communication with customers.
It is important for us to find out the following nuances:
- How well do competitors use their positioning? Is it one or two mentions on the website, or a multi-level strategy that permeates all communication channels.
- UX/UI and website functionality. Features and peculiarities of websites in this area.
- Marketing tools on websites (blogs, lead magnets).
- Social networks: activity, content format, engagement, tone of voice.
- SEO potential and weaknesses.
- Opportunities for B2B and B2C partnerships.
🎯 What we saw from competitors:
- Websites — most sites are poorly developed in terms of storytelling, structure, and CTA. There is almost no interactivity, blogs are not actively maintained.
- Social networks — many of them simply exist. The content is monotonous, engagement is minimal, and there are no videos. And most importantly, there are no “brand faces”: no client, no story. And that’s why there’s no trust.
- Content and SEO is a field that is still untapped. Many competitors are simply losing traffic and customers.
Two separate specialists work on competitor analysis:
🟡 Content marketer — studies tone of voice, post structure, visual presentation, content types, headings, dialogues with the audience.
🟡 Marketer — works with the structure of websites, UX logic, SEO, interactivity, analyses traffic, promotion channels, and integrations with CRM.
This tandem allows you to understand more deeply “how the brand works”, which customer acquisition processes have been implemented or failed.
Competitor analysis is the basis for building a strong and unique brand presence in the market. It is thanks to a comprehensive approach that we were able to identify untapped growth areas and formulate strategic vectors for Teknix’s development.
The next step is to turn these vectors into real steps.
Detailed review of Teknix
In this case study, we will not dwell on the analysis of the website and social networks, but will tell you more about the analysis of lead generation.
In the B2B2C model, partners receive dozens of offers from equipment manufacturers, meet, communicate, and agree on cooperation. It’s important to understand how to convince a local installer to start working with specific equipment.
❄️ Cold calls and emails: still working
Half of the company’s existing partners are attracted through direct appeals, so this channel is still working. It can be made much more effective if you follow certain recommendations. We have compiled a list of recommendations aimed at increasing the conversion rate from an email or call to the next step.
🌍 Trade fairs: hot entry points
Trade fairs in Frankfurt, Milan, Bucharest provide ‘warm’ contacts and the opportunity to see the brand in person. We have provided personalised recommendations on how to enhance exhibition activities to turn a short contact into a long-term communication.
Four types of activities work well for manufacturers who are actively building a dealer network:
- Advertising with an invitation to trade fairs.
- Branded advertising for end users.
- Advertising support for local partners.
- Launching advertising to find partners.
We made a test run for invitations to exhibitions and developed creatives for this:
Systemic marketing works when each tool complements the other. This is how brands get predictable results.
This is the philosophy of Solve Marketing: we build a marketing function for your business and allocate resources between operational and strategic tasks. Read more about it in this article.
Sign up for a free consultation and we’ll show you how to strengthen your brand.
Why does a client choose one brand over another?
We identify several key groups of such factors, here are some of them:
1. Awareness: does the customer know that your offer exists?
A client cannot choose something that they are not even aware of. If your service is an innovative or atypical solution, the first task is to inform. For example, a person who hasn’t heard of laser vision correction will be looking for a choice between glasses and lenses. And until they learn about your option, it simply won’t come to their attention.
The task of business is to bring your solution into the focus of customer choice.
2. Positioning: how do you look in the eyes of the customer?
Your positioning is not just a logo and slogan. It is a signal that you broadcast to the market. If a customer sees something in your brand that matches their expectations, values, style or way of thinking, trust comes naturally. At the same time, inconsistent signals or uncertainty can instantly exclude you from consideration.
Positioning is a filter that either lets you through or closes the door.
3. Experience: how does the customer feel when interacting with you?
The success of a sale is often decided long before the contract is signed. Every little thing — how you respond to messages, how clear your website is, whether the process is logical — either brings the customer closer to a decision or pushes them away. This experience forms an impression that works on a subconscious level.
We have created a unique system that allows you to understand the logic of customer choice and purposefully influence their decision in your favour. This is the choice factors framework. Its essence is that each person makes their choice based on a personal combination of factors that are critical to them. Our approach allows us to identify these factors and adapt business communication, product and service to them.
After analysing the market and competitors, we have compiled a list of 120+ factors that influence the choice of Teknix customers.
Want to know where your brand is losing customers and how to fix it?
Marketing strategy
In a world where energy efficiency, sustainability and technology are dictating the present and future of the heating market, the Teknix brand has every chance to successfully enter new markets and, in some countries, to significantly influence the rules of the game.
But this requires a plan. That is why we have built a full-fledged marketing system to build trust in the brand among consumers, partners, and the market as a whole and help the client reach the planned level of profit.
We have personalised the strategy for each market, as different countries have different mentality, different economies, and different motivations for buying.
What is the result?
We have gone from analysing the market and competitors to building a multi-channel, multi-country marketing strategy.
✅ If you have a stable business that is preparing to scale, we will help you create a full-fledged marketing system for new markets, directions and audiences.
✅If you are a startup with a hypothesis that you want to test, we will build a startup strategy, test the market, adapt your positioning, and show you where you are hitting the mark and what needs to be improved in the product.
✅ If you already have a team but no system, we will become your remote marketing department that thinks systematically, works in a structured way, and delivers results.
Because a strategy is an action plan that you can grow with.
During a free consultation, we will analyse your request, show you your weak and strong areas, and offer solutions.
