 |
 |
Success Stories
|
|
| |
 |
Successful positioning of the Swiss chemical companies among key media stakeholders in the Greater China region |
 |
As a global leading specialty chemical company providing colorants, coating and base chemicals for a diversied consumer product groups that include automobile, cosmetics, paints and textiles, Clariant had somewhat a low profile on the B2B business scene in Asia and China in particular. XM was approached in 2008 to help Clariant reposition itself as a company and its key product industries on the high-flying business scene in China.
As a first step in helping this important player in the chemical industry to reposition itself in the thriving economy of China, XM analysed the stakeholders according to the industry verticle instead of products. As a result, a middle-term, one-to-three-year, media relations plan was put forward to help the company to focus on the strategic industry sectors of textile, coating and surfaceant, cosmetic and personal care.
Such clear focus on media development proved to be important in achieving immediate impact on the key industry verticles, when XM recommended exhibitions and trade shows for the company to take part in. The corresponding media strategies implemented, which included pre-show media release, on-site interviews and press conference, successfully repositioined Clariant as a thought-leader and one of the key players in those industries of cosmetics, personal care, textile, apparel and coating. |
|
|
|
 |
