CLIENT COMPANY

We conducted a particularly in-depth study for a company operating in the niche sector of “release papers,” namely, that of silicon-coated papers for uses in graphics, packaging, industrial, automotive, etc. In fact, they contacted us to conduct a full-scalemarket survey to understand aspects of the target industry, Brand visibility and reputation.

STARTING OBJECTIVES

The research conducted was divided into two well-defined parts.

The first time to carefully study the Brand and its online reputation, trying to:

  • Finding out how well known the Brand was;
  • Understand what kind of target audience he was able to reach online;
  • Identify what the main problems of the website were, both on a technical level and in terms of missed opportunities for online ranking;

The second, on the other hand, aimed at studying the release card market in its entirety in order to:

  • Identify the main competitors in the industry, both nationally and in Europe;
  • Analyze competitors’ actions and bids, being able to identify best practices implemented;
  • Understand the most important aspects of the industry, i.e., growth drivers, innovations and new trends.

MARKET RESEARCH AND COLLECTED DATA

Therefore, through the 360-degree study of the industry and the Brand, we discovered:

  • What are the threats that are coming from outside and are going to impact the industry. There is a tendency to think that everything will always remain as it is…instead external changes, such as new legislation and regulations, can upend an industry at any moment!
  • How well known the Brand really is, identifying what its strengths are and identifying some areas for improvement.
  • How active is the demand for these products online and how to intercept it. Do target people know how to search for it and with what words? How many people per month are interested?
  • What the competitors are doing, as there are some that are moving to improve the online presence. What channels are they using? Do they invest in Ads on Facebook, Google and Linkedin?

ACHIEVEMENTS

To conclude:with this information, we helped the company identify the main current critical issues in the industry and priorities for action to achieve the company’s goals of growth and internationalization.

In addition, based on the data obtained, we defined with the company the next step, which is to set a distinctive positioning strategy and restructure the company’s online presence.

(And you want to know your Brand’s strengths and weaknesses? Click here!)