Marketing strategy to support launch of new solution for SKF RecondOil
Case in brief
CHALLENGE: To develop an overall marketing strategy for the launch of a completely new solution allowing circular use of oil in offline filtration.
SOLUTION: A crisp and clear marketing and brand activation platform for the upcoming launch.
“We were seeking support to develop an overall marketing strategy for the launch of a completely new solution for offline filtration, allowing uncompromised circular use of oil.
Expresso supported the marketing team in creating a crisp and clear activation platform for the upcoming launch. They also brought a holistic way of looking at our business that will make a difference in how we position the commercial brand, as well as the structure of the overall commercial strategy for SKF RecondOil."
Challenge
The RecoindOil team was seeking support to develop an overall marketing strategy for the launch of a completely new solution for offline filtration, allowing uncompromised circular use of oil.
Expresso's delivery
Expresso supported the marketing team in creating a crisp and clear activation platform for the upcoming launch. They also brought a holistic way of looking at our business that will make a difference in how we position the commercial brand, as well as the structure of the overall commercial strategy for SKF RecondOil:
- Buyer Personas –Market segment and buyer personas analysis for the new solution, the RecondOil Box.
- Buyer's Journey – Analysis and development of buyer's journey and a channel strategy connected to the launch.
- Strategic Marketing Activation Platform –The foundation for the launch and continued commercialisation of the new offering, the RecondOil Box.
- Clarified positioning of commercial brand -Expresso's analysis of the activation platform resulted in a more clear positioning of the RecondOil commercial brand.
About SKF Recond Oil
RecondOil is a relatively new part of SKF providing solutions allowing circular use and re-use of industrial oil.
When the same oil is being used over and over again the consumption is reduced, which in turn reduces cost for oil, improves performance of machines as well as the environmental footprint.
To make it possible, the oil has to be cleaned to optimal quality - over and over and over again. This is being made possible with the RecondOil DST-technology.
This project was delivered by Expresso's Karin W Nordén
Business Strategist
