How Strategic & Tactical Marketing Helped Rebuild the Brand
Equity of a North American Equipment Manufacturer
(cont.)
Phases I & II on Previous Page
Phase III—Redefine Performance at the Low-end
The following year we introduced a value-priced servo-driven press, the ELS-Servo, designed for the label market. The ELS made servo-technology affordable and accessible to smaller printers. The press also printed on thin film, which meant the small printer could diversify into flexible film labels—a more profitable market normally dominated by larger printing companies. The competition could match Aquaflex price but not performance. We successfully redefined the entry level for advanced servo-driven flexographic presses.
The Results
Within two years, we successfully branded Aquaflex with superior reproduction and advanced technology. The company’s first year, sales increased by over 100%. Second year, sales increased by 98%. Third year sales increased by 95% and in the fourth year (2008) Aquaflex enjoyed a four-fold increase in international sales with a revenue growth of 73%.
Today Aquaflex enjoys the status of being a technology leader in a very competitive international market. Aquaflex is not the largest domestic press manufacturer but today, the Aquaflex name (brand) is clearly associated with innovation, quality and performance.
Our objective was to grow sales at a rate of 50% per year for five years. Through our client’s outstanding engineering and our insightful marketing and public relations work, we have comfortably exceeded our client’s expectations. Aquaflex remains a valued client with whom we enjoy a successful partnering relationship.
About Concept Company, Inc.
Founded in 1978, Concept Company is a marketing communications firm specializing in top-line revenue growth. Utilizing our proven VOSTI™ process, we dramatically increase the probability of success while effectively reducing the risks normally associated with marketing investments. Through careful analysis, effective strategies and creative implementation, we deliver measurable results while protecting your brand equity and integrity. Call 937-299-9686 for a discovery consultation. We’re always looking for another good success story..
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