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o  Situation:

A giant industrial group, which is considered as one of the most dynamic economic groups emerging from the private sector in Middle East, decided to enter Turkish market with its product groups in home, laundry, hair and body product groups. The group needed pragmatic go-to-market recommendations that are rooted in a deep understanding of Turkish consumers. Moreover, branding and brand positioning had to be redesigned to meet customers' needs and behaviors in this new market. Highly experienced in branding and marketing strategy, Orbis Consultancy was selected as the brand’s partner in this newEastern European market.

o  Approach:

We applied a 3-dimensional go-to-market strategy: (1)What to sell; (2) Who to Sell and (3) How to sell. Sharing our deep expertise in consumer understanding and insight gathering, first, we helped our client to build their brands in home, laundry, hair and body care categories from inside-out by leveraging attributes that will make their brands unique and tightly connected to the consumers. From market researches, insight gathering and targeting to concept development, positioning and marketing strategy, we assisted our client in rebranding their regionally successful brands.Furthermore, we supported their marketing team to develop packaging designs and advertisement campaigns that tell break-through-the-clutter brand stories and trigger the target audience's emotions to generate sales.

After setting the first 2 dimensions of the go-to-market strategy puzzle, we continued with prioritizing the fragmented trade channels and deciding categories’ trade marketing principles for these channels. This prioritization helped our client to optimize sales force efficiency by offering the right products in right prices in the most effective channels.

o  Impact:

Using our deep experience in branding, marketing, sales, pricing and product management, we completed a set of successful projects with our client in fast moving consumer goods market. Some of key projects completed for 4 brands in home, laundry, hair and body care categories are:

·      Concept Development, Rebranding and Repositioning

·      Go-to-Market Strategy

·      Packaging Development & Advertisement Campaign Design

·      Sales Channel Operations, Sales Optimization and Efficiency

The unique approach of Orbis in branding and marketing strategy helped our clients to get the most from the targeted market and unlock top-line growth by elevating their brands beyond competition.  The group achieved their 12-months sales targets 9 months after the launch and generated 22% more revenue than their annual targets.

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