SAINT GOBAIN ABRASIVES, INTEGRATED MARKETING, STRATEGY, RESEARCH, INTRODUCING THE BRAND TO THE MARKET
Saint-Gobain Abrasives is a brand that belongs to the absolute world leaders in the production of abrasive tools. The tools produced by our client are intended for precise shaping and finishing of various surfaces, including those made from demanding materials.
In extensive cooperation with Saint Gobain we had the opportunity to implement marketing strategies based on the market and consumer research we conduct regularly every year. On this basis, we determined, among others, profiles of consumer groups, which included standard demographic data, characteristics of a specific job position, professional
experience, as well as preferences regarding the types and specifications of the tools used.
The flagship project implemented for Saint Gobain Abrasives was brand transition, i.e. the introduction of a new brand to the Polish market after our client decided to initiate the presence of global brands in place of names that are already recognizable among consumers. It is, as always, a complex operation that requires precisely tailored assumptions and goals
as well as reliable implementation of all tasks planned as part of this process.
Saint Gobain Abrasives has successfully established itself on the Polish market of abrasives and functions there to this day - already as a trusted, recognizable brand used by specialists in the finishing of all types of surfaces. The challenges arising from cooperation with global brands, especially on the implementation of multi-stage marketing activities, are demanding each time, but they always provide unique experiences and knowledge necessary for the constantly changing world of advertising.