The Arab Contractors consulting AC on strategy to penetrate the private sector

Challenge:

AC owns a set of factories specialised in producing concrete based products in addition to woods- and ironworks. These factories were only serving the projects delivered by Arab Contractors, the general contracting mother company. Since they had over capacity, AC was keen to set out the factories for selling the products to the rest of the market, and acquiring a share of the private sector construction materials market. . The research revealed that the target market are not aware that Arab Contractors have factories that produce these products.

Solution:

Research revealed that brand image was tightly associated with bureaucratic procedures and lack of flexibility within the company. Arab Contractors are well-regarded for being trustworthy but it also has a high price perception. The objective was to create a sub brand and position it as a new modern agile company but associate it to the trusted AC mother company at the same time. Also to create a sales team that can better price the products and manage the customers.

Approach:

• Starting point was Market Research with field experts on five different product sectors.
• The research and situation analysis was used as the ground work to develop a marketing strategy that prioritised the actions needed to penetrate the private sector market.
• We created a new brand positioning, brand name and brand manual.
• We created the website design and catalogs design.
• We created a corporate video to position the new brand.
• We built all the content required for the website and catalogs.
• We managed AC internal resources for the web development, and catalog implementation.
• The digital marketing campaign followed leveraging on the new marketing set up.

Result:

• Development of a new brand “AC Construction Materials” powered by the Arab Contractors
• New Brand Launch
• Setup of a sales team
• Enlarge AC share of the private sector construction materials market