“It's a better, nicer and smarter supplier. For me there is no alternative anymore”
A leading agricultural product and service provider wanted to transform its image and position from a commodities supplier into a solutions provider.
Leveraging in-depth qualitative interviews with customers across the agri-food value chain, key executive interviews, and existing competitive and industry research, hallemavanloon developed a comprehensive view of the company's environment it operated in. This research uncovered that while the organization had a variety of strong equities, it was also encumbered by certain associations that were born from its strong trading-oriented heritage. Finding a delicate way to address these challenges while simultaneously leveraging the existing equities was the key.
Hallemavanloon created a new way to position the organization as a true solutions provider. By focusing the organization on delivering a customer experience that was grounded in the brand equity, and complemented with a new approach for how the company intended to work with its customers, we were able to initiate this perceptual shift.
As a result of this work, new internal and external marketing, sales and communication strategies were developed to reinforce positioning, increase employee engagement, customer loyalty and market growth.