Business cases

Management traditional exporting companies

How do you create synergy between the domestic and export markets?

The client: This famous Dutch brand was introduced in several countries outside Europe a very long time ago, making it a well-recognized A-grade brand in those countries. Decades ago, pioneering export managers paved the way for the current market position. However, the packaging and product development have been behind domestic standards for many years, due mainly to the chosen priorties. The export markets have shown, after years of very minor changes, the need for a renewal of the brand and product range.

The question: How do you synchronize your export markets with your domestic market?

The TEN solution: Through a relaunch which allowed the use of the Dutch branding strategy as a baseline, the export product range was synchronized with the domestic range in one fell swoop. This created economies of scale for the production plant. Through clever alignment of foreign and domestic demands, synergy is created.

The result: Through development of a plan with distributors on site, a major relaunch was realized, with media support on billboards, radio, and in local newspapers, as well as samplings on the store floor and other POS campaigns.