From a craft shop to a manufacturing and trading company. UNIVEL was founded in 1988 offering a wide range of voltage regulators intended for automotive applications. In 1992 it was registered as manufacturing and trading company and expanded its services. Over the time it became general distributor and representative of world known global brands, such as BIC France, BIC Sport France, FILA - GIOTTO Italy, FACTIS Spain, Elisa Slovenia, ZOEWIE Germany etc.
02 The Challenge
Kayaking and paddle boarding wasn’t just as popular sport as football or basketball. Almost nobody in Macedonia ever heard about paddle boarding before. UNIVEL was true pioneer on the local market. The first challenge of our client was to educate the population about this new & unique sport, and then to sell as many kayaks & SUP boards as possible. Considering the fact that BIC Sport (later TAHE) is high quality global brand targeting those who have a higher budget, and it is seasonal sport equipment, it was quite challenging for us to reach the goals and satisfy our customer.
03 Our Approach
Firstly, we defined several buying personas for every different product. We also did a brand research and developed outstanding localization strategy. We targeted specialized outdoor stores where we could place the equipment and we started collaborations with people from the kayaking industry and water sports. We created smart media buying and content plan, and we hired influencers to create amazing user generated content in order to promote the sport and the equipment. Every next season we are doing adjustments on our strategy based on the collected data and the digital trends.
04 The Outcome
In terms of sales, TAHE – BIC Sport Macedonia is the leader in the industry and has the largest market share on the Macedonian market. We managed to build strong local reputation of this global brand. As a result, UNIVEL is our long-term loyal partner.