IFCS is an in-flight catering and galley software for airlines to plan, manage, and optimize their food inventory. This B2B niche, however, is dominated by very few and very large players. After 10+ years in business, IFCS felt like it looked too small compared to others, even though they had experience and a great product. IFCS had to get more creative to stack up next to large competitors with strong relationship ties with the few existing clients. This is why IFCS team approached Moox to review their marketing and positioning to see how they can stand tall and proud with their product, experience, and reputation.

Effective sales materials are essential for personal outreach in this B2B niche. Additionally, there few and large companies dominate the industry with strong relationship ties. Moox identified that standing out while remaining credible was a fine balance. Therefore, Moox focused on reviewing IFCS’s customer feedback, how IFCS positions it’s software’s features and benefits, and how it differentiates from dominant competitors.

Our team at Moox found their overall marketing was inconsistent and undifferentiated, which risked misrepresenting IFCS’s truly powerful capabilities. Therefore, building credibility through a consistent experience would help IFCS face such a fiercely competitive environment. Moox promptly started the research, presented the assessment findings, and created the action plan for their brand strategy to differentiate and define IFCS’s unique value proposition and establish their 10+ years of credibility. This resulted in IFCS’ team to fill with confidence and excitement, with a new edge in their aggressively competitive market.