This dissertation was written as part of the MSc in Strategic Product Design at the
International Hellenic University.
The aim of this dissertation is to analyze and evaluate how the KLEEMANN’s
Marketing department develop a marketing and branding strategy in relation to the
process of redefining and mostly, rebranding one of its already existing industrial
product, the Atlas Basic (Αttachment 11). These actions formed a comprehensive
product promotion effort without involving account managers, salesmen or requiring a
mechanical study for the purchase.
Overall, through the in-depth case study on KLEEMANN’s new product, Core lift, it is
intended to be shown how effective marketing and brand strategies contribute to create
a “new” product without changing anything in production, in the production line or in
the materials of the product and yet can be promoted as a new product with redusced
price.
These actions took place in the first quarter of 2018.
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