BASF: Revitalizing a global ingredient brand amidst growing competition
Introduced in 2014, Infinergy® is the world's first expanded thermoplastic polyurethane (E-TPU). Despite its initial success and pioneering status, Infinergy® began to face substantial competition from emerging E-TPU brands in China. This competition threatened to erode its market share and brand recognition. To counter these challenges and redefine its market position, Brandtative was enlisted to conduct an in-depth brand audit and develop a strategic growth plan.
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Brandtative's approach was comprehensive and multi-dimensional:
Customer Insights: The team conducted in-depth interviews with key Infinergy® customers across various continents and markets. The goal was to understand customer preferences and experiences at a granular level.
Market Analysis: An extensive analysis of the polyurethane market was undertaken to identify competitive gaps and opportunities. This included reviewing competitor strategies, market trends, and customer expectations.
Strategic Recommendations: Armed with these insights, Brandtative crafted a series of strategic recommendations. These included redefining the brand architecture, revising product segment nomenclature, and remapping the customer journey. The aim was to boost brand loyalty, enhance customer satisfaction, and increase sales.
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The project led to several significant improvements:
Brand Architecture: The redefined brand architecture helped Infinergy® better differentiate itself from its competitors, emphasizing its unique qualities and value propositions.
Product Segmentation: Updated product segmentation better addressed the specific needs of different customer groups, making Infinergy® products more relevant and attractive in the marketplace.
Customer Journey: Improved mapping of the customer journey ensured a more coherent and satisfying customer experience, fostering increased loyalty and engagement.
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The strategic refresh had a profound impact on Infinergy®:
Brand Differentiation: The clearer brand identity and messaging significantly enhanced Infinergy's market differentiation, reinforcing its position as a market leader.
Customer Engagement: The initiatives led to an improved alignment with customer expectations, which translated into higher customer satisfaction and retention rates.
Sales Growth: These strategic enhancements contributed directly to an increase in sales, helping Infinergy® to regain lost ground and capture new market segments.
