CR Laurence had an urgent requirement to launch two new, own brand product lines to replace existing licenced agreements. One product line is a range of quartz based surfaces and the other an innovative porcelain surface range.
The solution was to create two elegant brands: Ceralsio Porcelain Surfaces and CRL Quartz.
With limited time to create these two brands, a clear strategy was needed from the outset. It was essential that the new ranges of surfaces successfully penetrated a highly competitive market. There were existing contracts and sales channels already in place, so we needed to create branding and marketing material to exploit these.
Our existing knowledge of the market proved to be very useful and enabled us to make more informed and effective decisions.
Within a very short timescale we had created both brands and followed up very quickly with websites for both, sales literature and both print and digital advertising. Meanwhile, we also put together a digital strategy to ensure that the brands remain visible across digital and traditional channels.
“The branding and development of our new surface brands was critical to the ongoing success of our business. We had complete trust in Jask to deliver on all areas and have been delighted with the commitment, creative skill and development expertise shown throughout this process.”
Lisa Zebiche, CR Laurence of Europe
CRL have reported encouraging initial sales following the launch of the two brands. Their overall market share is continuing to increase and the marketing efforts have helped to strengthen their position in the quartz market.
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