Powering Growth: Expanding Market Share to Secure Trade and Retail Dominance
THE CHALLENGE
Parent company Ramcar set aggressive sales targets for SuperCharge in a highly competitive battery market. To meet these goals, the brand needed a clear three-part strategy: become the preferred trade battery brand for professional installers, secure national distribution with a tier-one automotive retailer, and drive direct consumer demand across diverse vehicle segments.
THE STRATEGY
Building on a long-standing partnership with Ramcar, we developed an integrated, multi-channel growth strategy. We leveraged SuperCharge’s sponsorship of rugby league star Billy Slater to drive high-impact retail engagement, while simultaneously building a 10-module sales training academy to upskill retail partners. To drive immediate trade adoption, we paired this with sector-specific marketing and high-value trade sales promotions.
THE SOLUTION
We conceptualised, built, and rolled out a comprehensive brand and sales support package across retail, trade, and digital channels.
Key elements included:
Billy Slater Ambassador Campaign & POS: High-impact point-of-sale displays and promotional collateral leveraging NRL star Billy Slater to capture customer attention in-store.
10-Module Sales Training Academy: A structured, interactive product and sales training program designed to turn retail staff and trade resellers into knowledgeable battery specialists.
Sector-Specific Marketing Collateral: Customised sales tools and technical guides tailored for Automotive, Commercial Truck, Marine, Motorcycle, and Lawncare applications.
Comprehensive Trade Promotions: High-converting promotional campaigns designed to incentivise trade stock-ups and repeat purchases among auto electricians and mechanics.
Tier-One Retail Support Kit: Merchandising, signage, and digital asset suites developed to support major retail partner rollouts.
THE RESULTS
SuperCharge quadrupled its market share to become the #1 trade battery brand across Australia’s network of auto electricians and road service specialists, while also securing exclusive placement as the preferred battery brand in AutoBarn stores nationwide. The strategy proved so successful that Ramcar adopted the exact same model across its Exide and Marshall battery portfolios.
WHY IT WORKED
By combining high-profile sports ambassador marketing with a deep, 10-module dealer training academy, SuperCharge created both high consumer demand and exceptional trade partner confidence at the sales counter.