Challenge

We were asked to formulate a marketing strategy for Supertec to support their branch roll-out strategy as well as ensure the company brand is defined and communicated to staff members so that “everybody sings from the same hymn sheet”.

What we did

  1. We conducted a series of interviews with the company owners and sales staff to understand the product offering, company culture and key customers.
  2. Based on the interviews as well as internet research, we developed a brand strategy that defined a unique brand position for Supertec based on its local manufacturing capability.
  3. We then worked with the owners to assess their marketing needs and develop a plan that invovled employing an in-house marketing manager for Supertec.
  4. We concluded the project by training the new marketing person and assisting with the drafting of a marketing plan.

Outcome

For the first time Supertec has a clearly defined, distinct brand position that sets the company apart in a competitive building supply industry. It also has a marketing manager to ensure the company communicates in a uniform and effective manner.