Stainless steel fabrication: repositioning for the future

Background

Nielson Marketingcommunicatie Agency needed a positioning and marketing strategist to work with their client, a Dutch company specializing in stainless steel fabrication.

 

The business had a production specialization as well as an innovation specialization, both attracting different types of clients and demanding different competencies, working under one name. The positioning had to be future proof and had to keep in mind the possible selling of one of the two activities.

 

The website was outdated and the company needed a new marketing communication strategy.

 

Assignment

Work with the business owner on the strategic positioning. Answer the question if it was necessary to separate the two specializations into two businesses or keep it as one, and deal with naming consequences.

Develop a marketing communication strategy with the positioning outcome in mind.

 

Role & result

I was contracted as the strategist and worked with the business owner on developing a new positioning. In the end the choice was made to position the two different specialties as two distinct companies, with different names.

Then a marketing communication strategy was developed as well as a functional design for a new website.

 

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