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.


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.

I would like to thank Bernard and his team for all the help over the past several months . It has been a great pleasure to work with them and our business found great value in their contribution.

Whilst the brief was essentially to give us guidance on developing our brand identity and to educate us on the marketing components of our business, which they did very successfully. We are also extremely appreciative of the other contributions they offered such as general advice. It is quite valuable to a business to have to educate an outsider because it forces one to rethink one’s strategy and focus on certain key elements of one’s business in order to achieve the required growth.

Suffice it to say we feel Bernard has done an excellent job for Supertec and we feel a sense of loss in not having him on our team anymore. We are very comfortable in saying that Firejuice would be a great investment for his future customers and we are confident we will be calling on their services again in the future.