In the summer of 2020, MIM:AGENCY was approached by a concrete plant that had previously ranked first in the region in terms of commercial concrete shipments. However, due to a five-year absence of marketing activities, the company lost its market position, and falling demand and the lack of a system for tracking inquiries led to a decline in revenue. Management realized the need for a comprehensive strategy to regain leadership.

Problem

  • Decreased demand for products
  • Loss of market position due to a lack of marketing
  • Lack of a system for recording and processing incoming inquiries
  • Decreased revenue and ineffective customer service

Tasks for MIM:AGENCY

  1. Conduct marketing research and confirm the viability of the direction.
  2. Develop positioning and marketing strategy.
  3. Identify target audience profiles and competitive environment.
  4. Develop an annual marketing plan based on modern frameworks.
  5. Implement a system for digitizing sales and lead generation processes.

Work progress

1. Research

  • SWOT analysis revealed the key strengths and weaknesses of the company.
  • In-depth interviews were conducted with top managers to clarify internal processes.
  • A portrait of the target audience was developed: age, psychotype, needs, pain points, relevant communication channels.
  • An analysis of competitors in the Odessa region was performed: pricing, delivery, positioning.
  • Perception maps were built to identify points of market parity and differentiation.

Description of one of the target audience segments

2. Positioning and brand

  • A concept for promoting and positioning the company was developed.
  • A brand pyramid was developed as a single tool for internal and external communication.
  • Key messages were identified to build associations in the minds of customers.

Own analysis, price comparison

3. Marketing strategy

  • Marketing goals developed jointly with plant management.
  • Annual marketing plan created based on the AARRR framework, containing a step-by-step list of activities, tools, and budgets broken down by month.
  • Each activity is described in detail: expected KPIs, goals, tools, and responsible parties.

4. Digitization

  • A scheme for automating lead generation processes has been developed.
  • A CRM system has been implemented, which allows:
  • synchronizing data on products and orders,collect all requests from the website, email, and forms into a single system,track user behavior on the website,integrate data from advertising accounts into analytics,evaluate ROMI for each channel,distribute calls by traffic channels and between managers.Visualization of analytics was created for transparent performance monitoring.

General scheme for digitization and lead generation

Results

  • Comprehensive research on the market, competitors, and customers was conducted over 6 weeks.
  • A marketing and digital strategy with clear positioning was developed.
  • A system for monitoring all stages of customer interaction was implemented.
  • An annual plan of marketing activities with budgets and KPIs was formed.
  • The project moved into the implementation stage and became the basis for restoring the company’s leadership in the regional market.