How Rebranding Helped to Stay in the Market
Julia
Marketing Manager
Victor
Senior Media Buyer
Yuri
Marketing Analyst
Key Task: Increasing Turnover and Profit
Maintaining the Company's Position During a Crisis
Searching for new dealers via the Internet
Attracting end customers to dealers' sales points
Project Challenges
Seller companies were not aware of Megoflex
At the largest construction markets, Megoflex was unknown. The main large distributors, who sold Megoflex products under their own brands.
There was no systematic work in classic marketing
The client company did not engage in the development and promotion of its brand. Brand positioning in the market was completely absent.
Expert Comment:
Julia
Marketing Manager
”At the start of the project, a briefing and preliminary research were conducted, revealing several challenges hindering the client’s ability to increase turnover and profit. Consequently, it was decided to develop a systematic electronic marketing (SEM) strategy. This approach enabled us to identify avenues for the client company’s development.”
Results
X10
Sales of the Megoflex brand increased
6 months
Implementation Period
69
Branding mockups were created
650t
Approximate Cost of the Project
How We Did It
1.Briefing and Preliminary Research
After conducting a marketing briefing, the project's objectives and the main difficulties preventing their achievement were identified. Subsequently, we initiated several studies, including competitor analysis, analysis of formed demand, and an express audit of the website.
Expert Comment:
Julia
Marketing Manager
”As a result of the conducted research, we found that the trade offers in the competitive environment of our client for both B2B and B2C segments are poorly developed. The analysis of formed demand showed that potential customers search for the product either by material or by purpose, rather than by brand. Furthermore, the client’s website contains numerous errors and is not optimized for SEO.”
2.Development of a Systematic Electronic Marketing (SEM) Strategy
To achieve the set results, we developed a strategy in which we divided the entire work into major stages. As the client company lacked systematic work with classic marketing, there was a significant amount of work ahead in this direction. Initially, it was necessary to "package" the client's business and create branding.
3.Work on Brand Positioning
Based on the research, a document was created containing information about the product's position in the market, in the minds of the target audience, and among competitors. The mission, psychology, and philosophy of the brand were described. The value of the product, consumer associations, and identification were determined. By exploring the emotional and visual concept of the brand, colors recommended for use in the logo and all branded materials were identified. Additionally, slogan options were proposed.
Expert Comment:
Julia
Marketing Manager
”We needed to create unique impressions in the customer’s mind so that they would associate MegoFlex products with those that noticeably differ from the rest of the market. The basic idea of the brand was that our client uses the latest technologies, is the first to launch modified products, and introduces modern construction solutions to the market, thereby improving the quality of construction..”
4.Branding. Logo Development
Xbrider's designers developed a logo in accordance with the client's brand positioning. This logo is used on all branded materials, as well as on the Megoflex website.
5.Branding. Development of POSM Materials.
We developed all POSM materials, which were then distributed at sales points and exhibition events, contributing to the promotion and recognition of the Megoflex trademark. Among the developed materials were flags for packaging, a consumer instruction insert, toppers, banners, advertising stands, etc. A separate label was developed for each Megoflex product.
Conclusions:
When the client approached us, they did not have a brand. They had a product that they produced and sold through major distributors. After our “packaging,” the Megoflex product became an independent brand, with sales increasing tenfold. After the branding work, we developed a website for Megoflex.
It is worth mentioning that soon after, Megoflex ceased cooperation with its largest distributors. However, thanks to the timely branding of the company, the client was able to stay “in the market,” producing and selling their own brand, which previously did not exist. The market had the opportunity to get acquainted with the client’s brand, which helped to survive such a difficult stage in the life of Megoflex.