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Witco | Drive-All

Witco | Drive-All

Project Overview

Challenge

Witco, Inc. has been providing high quality precision CNC machining services for the automotive and industrial markets for the past 30 years and has begun to feel the pressure of re-positioning their company brand image in order to stay competitive in this uncertain economic climate. Their type of business service is typically "bid" out as a commodity service so distinction of company image and capabilities is less likely to be considered in the beginning. In addition, Witco purchased an industrial gearbox manufacturing firm that they felt would compliment their machining business and increase business opportunities for both companies since the company they purchased had a long history which they felt would immediately increase demand. Witco started to experience a sales decline that was not easily recovered on price alone and they needed to figure how to expand their service capabilities to other industries and tie the Drive-All brand seamlessly together in order to increase market demand.

Solution

GNA Marketing Group requested that a thorough internal and external marketing analysis be done in order to get a clear understanding of the current business model both for sales and marketing efforts and more importantly identify the problem areas that would need to be addressed before any branding or marketing effort was executed. From the analysis for both Witco Inc. and Drive-All Manufacturing it was discovered that neither company focused their expertise on specific target market needs causing a random and unfocused "repeat" sales effort. Nor did either company promote one another in order to bring greater awareness to both based on the market interest. GNA Marketing Group re-defined both companies brand identities so that they both related to each other for cross-selling opportunities. The brand images were then integrated into independent websites that are the primary communication media for their sales and marketing efforts. Each website features extensive content that is essential when deciding to do business with these two types of businesses and features a call to action in order to convey immediate response and accountability to the visitor. From the competitive research compiled it was clear that the industries "assumed" the sale and did not invest in strengthening their competitive difference especially in this economic climate. This competitive weakness became Witco and Drive-All's competitive strength when re-launched into other target markets.

Services Provided
  • Marketing & Competitive Analysis
  • Competitive Market Research
  • Brand Identity Design
  • Marketing & Creative Strategy
  • Website Design and Development
  • Website Internet Marketing Strategy
  • SEO Marketing Strategy