John Bell Pipeline Ltd – market research, brand development and product launch

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John Bell Pipeline Ltd

The company were looking for growth plan and believed they had a new product which needed a marketing plan. As a well established Pipe fittings and values distributor to the Oil Gas market worldwide. The Aberdeenshire company saw this opportunity to diversify and increase revenue.

Strategic requirements
They had been selling a low volume glass reinforced plastics product and saw there was opportunity for this ‘associated product’ to increase sales. DNA were asked to review the market and potential growth and devise a marketing plan.

Deliverables
Market research – our research team discovered that the market was largely fragmented with many unknown quality products. Additionally JBP could distinguish themselves due to their offshore and marine knowledge. DNA positioned the product as a premium brand and to communicate this devised a new name, which evoked a sense of quality and uniqueness.

Marketing:
– Brand development ‘Core6’
– Message words
– Website.