CASE STUDY
Realization
Founded in 1966, Advance Packaging Corporation is a leading regional packaging provider. Despite its size, strength, historical success, and unique offerings, competitors had scattered questions of the company’s viability throughout the market, and these false rumors were affecting the company’s ability to land new business.
Repositioning
Proteus Marketing’s strategists helped reposition the company in the marketplace. Leveraging key insights gained through interviews, focus groups, and market research, our strategists developed the new positioning of the company and created vehicles to promote the positioning, including corporate collateral, website, and new business tools.
Results
All questions of corporate viability disappeared immediately. In addition, sales, customer service, and other functional areas of the company were armed with the words and messages to successfully differentiate and position the company in the marketplace. Although the domestic market for corrugated packaging continues to shrink as more and more manufacturing moves overseas, Advance Packaging has continued to maintain its volumes, sales, and profitability, in what many consider to be a commodity market. Today, the company is constructing a new 425,000 square-foot, lean manufacturing facility with state-of-the-art production and material handling equipment.
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Proteus B2B is a marketing consulting firm specializing in repositioning business-to-business companies and their brands. We help companies identify and migrate to positions of market leadership where their brands have few credible substitutes in the marketplace.