EFI – A Case Study
A cash-rich company offering solutions to the print industry entered India with the acquisition of an ailing but well-known company. In the telecom sector Unimobile (a pioneer in bringing SMS technology)
Challenges :
- To overcome the established name and make a mark as EFI
- To phase out the name of the acquired company
Strategy :
- One-to-one interviews with select publications to brief the standing it enjoys in the printing industry
- Plan branding presentation by tying up with Printers associations in different cities – to familiarize the solutions offered to the industry and to create India relevance
- Participation in the industry expositions and creating high visibility sponsorship programs
- Customized International Press Releases dissemination to Trade and Mainline media
- Social responsibilities efforts – along with the Police force of Bangalore
- Drivers details display – communicating to printers community
Result :
- Generated extensive Print coverage
- Helped in the recruitment of technical resource
