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Designing a Brand Range for Polymer Products

Situation

  • The client is a leading base polymer producers in the Russian Federation market, active in the European part of the country
  • Polymers are produced using modern, foreign manufacturing technology, producing high quality products. The range of products on offer was limited to a number of high-profile brands that competed closely with manufacturers of similar products

Goal

  • To identify a profitable and unique market niche for the client’s polymer products
  • To create an entire range of products for the specified market niche

Our approach

  • To study the client’s branded polymer range
  • To understand the specifics of each brand: from production and sales to marketing
  • To conduct a study of market and customs’ statistics to understand domestic and foreign competition levels
  • To interview a number of potential buyers in Russia and CIS countries

Results

  • Creation of a complete range of polymer products taking into account the needs and technical limitations of the client
  • Financial valuation of the effect from changing production to focus on the new brand range
  • Identification of the client’s domestic sales risks
  • Development of a priority action plan to facilitate transition to production of the new target range of goods, eliminating risks

 

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