Rising Issue: One of Indonesia’s leading companies in the fertilizer sector is facing marketing inefficiencies due to the proliferation of numerous sub-brands within the company. This repetition cycle not only hampers the effectiveness of initiatives but also clouds market awareness of the corporate brand as a whole, despite the fact that most buyers come from their portfolio.
Collaboration Objective: Our collaboration aims to simplify brand representation through a comprehensive brand rationalization strategy. This includes unifying product branding across subsidiaries to reflect values aligned with the corporate entity and its entire affiliate network.
What We Do: To tailor an appropriate brand rationalization strategy, we began by immersing ourselves in the perspective of farmers to understand their considerations when selecting a brand during the purchasing process. Afterward, we grouped products based on the differences in the value they offer. Finally, we assisted the client in designing new packaging and promotional materials aligned with the refined brand strategy.
Strategic Impact: The implementation of a single-brand strategy proved effective in increasing brand awareness and advocacy, positioning the brand as the most recommended in its category for two consecutive years. Additionally, this initiative has helped the client optimize marketing costs without compromising effectiveness, resulting in greater efficiency in their promotional activities.
