large international chemicals groupÕs Hungarian division assigned Artaban to
consult on marketing and communications to strengthen its position on the market.
marketing and internal / external communication plans are now based on overall
qualitative and quantitative market research analysis. Segmentation was established
on brands and target groups, different USPs, designs were also tested. Ask several
research tools were used -- mailed questionnaires, phone interviews through
a call centre and individual, structured interviews. Marketing mix, premium
and mainstream category development, design elements, and the style and voice
of the company were defined. Consumer and business-to-business press and direct
marketing campaigns and events are running continuously.
company became a force in the market, with a 20% yearly increase In sales and
turnover In a slightly shrinking market.