The nationís largest and highest quality producer of trash bags has seen a number of dynamic and changing global market forces affect their core business, and ultimately, create opportunities for them to potentially take a different approach to how they market and sell some of their products.As they contemplate these changes, they recognize that they do not have an empirical basis for making major decisions about their business strategy moving forward.
Poly-America hired a consulting team including V&A to assess their corporate brand and to evaluate their strategic marketing options with their major retailers such as Wal-Mart, Target and Home Depot.V&A conducted nationwide research to benchmark the companyís product brand, its competitor brands, and comprehensive number of other metrics that impact the business. V&Aís analysis revealed a number of surprising findings, some of which enabled the company to rethink its product strategy. We also outlined a smart and affordable way to test the new approach.
The company saved millions of dollars in production, marketing and advertising dollars on a plan that the research and analysis predicted would not work.Rather, the company is pursuing its alternative brand and product strategy which they will roll out in select stores in the months and years to come.