A large international chemicals groupÕs Hungarian division assigned Artaban to consult on marketing and communications to strengthen its position on the market.
Yearly 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.
The company became a force in the market, with a 20% yearly increase In sales and turnover In a slightly shrinking market.