The right marketing strategy for a new product line.
ABB is a global leader in digital industries with four customer-focused, globally leading businesses: Electrification, Industrial Automation, Motion and Robotics & Discrete Automation. Operating in more than 100 countries and employing around 147,000 people, the company pioneers a variety of advancements including new energy solutions and industrial digitisation. ABB has developed an entirely new product line to automate power grids. To successfully launch these products in the marketplace, we conducted a strategic market analysis and worked with ABB to identify the optimal sales and marketing channels.
The first and central measure of market strategy: Intellinetz, the newsletter for electricity network operators in Germany. In this way, we inform the core target group in a practical yet highly editorial manner about the background, challenges and solutions of network automation. Intellinetz is currently undergoing a relaunch, which is adapted to the modern and visionary corporate design of ABB.