Case Elematic – product marketing concepts
ELEMATIC BRAND ON PRODUCT LEVEL: CHALLENGE IN 2007
Global precast market is a play of few main players in the end. The major change that affected Elematic’s market position happened in 2010, when two main competitors joined forces. Since then there has been two companies offering everything a customer could need in precast production.
ITERATION 1, 2009
Elematic did its first exercise to underline the one-stop-supplier brand position already in 2009. The offering was conceptualized under two main concepts: Best Floors and Best Walls. At the same time, the share of end product communication was increased.
Best walls & Best Floors
End products side by side with technologies
ITERATION 2, 2011-2013
Based on the market feedback, the next iteration of marketing concept was done. It resulted a 3-level production solution model, that was launched in 2013. Three levels were based on different customers needs in capacity, product mix, production automation and number of personnel.
At the same time, main competitors’ product marketing approaches were analyzed and product naming was renewed.
Services’ role in building customer awareness and loyalty got clear and services got its own communication approach.
NEW Machinery Naming Protocol 2012
Product marketing in the web 2014
From after sales to lifecycle services
Marketing communication specialists and partners, that have implemented the brand and worked together with Elematic and Gaido during these years: Nitro, Crasman, Tulus, Imageneering, Ilme, Boman, Marjo-Riitta Hautala, Tuija Aro.