RMS is a manufacturer and distributor of refractory materials for the metallurgical industry worldwide. The company is based in Vereeniging and can trace its origins back to the start of the mining boom in South Africa. We were asked to help develop a strategic marketing plan to support its goal of expanding into new high-end products and related services. We conducted many interviews with the management team and used our findings to draft a marketing plan that we jointly refined. The plan summarised the RMS brand story and positioning together with a clear value proposition, marketing message, target market and marketing activities calendar. We concluded by kickstarting the marketing plan before handing over to an internal team.