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4. Massive advertising campaign with huge budget is being held.
Conduct an analysis and define which way to move:
А) Replicate competitor's actions.
Б) Develop an alternative business model.
The history of the company dates back to December 2007. The company has established serial production of a system of window profiles. Over the time the company has fully provided the plant with a modern full-cycle complex which includes all stages of raw material preparation, production, storage and sale of PVC profiles and components. Due to european technology, equipment of the german company KraussMaffei, and also the stamping park of the Austrian company GREINER EXTRUSION GMBH, Ekopen guarantees high quality of manufactured products. Each gram of the mixture entering the mixing plant is under strict technological control. Highly competitive raw materials and additives are used in production: Chemson, Kronos, Dow, LG chem, Polimer-Chemie, Begra, Mastertec.
Analysis and definition of effective counter-strategy.
To determine the strategy, following studies were carried out:1. Market research (Quantitative research).
6. Brand differentiation analysis (focus group survey of the consumer's attitude to the brand).
Key research findings
One of the key conclusion on the analysis of the manufactorer portrait is "High level of needs in recognition their own professionalism from a big company". It became the basis for further positioning and counter-strategy development.
Business model modernization
As a result, we came to the conceptual conclusions:
Implementation of the counter strategy
Before the start of large-scale actions we found competitor's weak point. He conducted agressive communication in which he showed his advantage by exposing the community of manufacturers in an unfavorable light. Considering that at least 15,000 people specialists work in this industry, the scandal turned out to be large-scale
At the same time we were working on rebranding. The result of focus group research "Brand portrait through the eyes of consumers"
Very important for us was not only the perception, but also the gender of our brand through the eyes of consumers and manufactorers. In this category, it's important that the consumer sees us as a man, because the expectation of a quality product and service is personified with a male master.
Elements of the company's new brandbook
Competitor was not able to completely refuse from manufactorers and had to use both business models.
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