STRATEGIC BRANDING GRUNAU – POSITIONING STATEMENT To increase awareness of a mechanical contracting firm through a concentrated marketing effort. Additionally, the company needed to differentiate itself from another family member’s business with a similar name. Construction companies, architects, engineers, contractors and the media. Bottom Line began to differentiate Grunau Company by using the Strategic Marketplace Positioning Model as a guide to create a comprehensive campaign. The model includes four phases: (1) internal research (2) qualitative research with target audiences (3) development of message strategies; and, (4) launch, execution, monitoring and evaluation of a plan. Bottom Line conducted initial internal research to determine the position Grunau

Join for free to read