Challenge: Improve awareness and perceptions of Breeze-Eastern Corp. and its products. Regain market leadership.
Strategy: Reposition as a revitalized company under new leadership with a focus on developing new technologies to improve mission safety and effectiveness. Demonstrate change with a bold new brand image.
Starting with market research, build a marketing plan and strategy. Modernize the brand and make a bold statement at the biggest helicopter show of the year with a new exhibit, website, advertising, video, collateral and PR campaign featuring interviews with the new CEO. At the same time we were building the brand in the first year, the company was developing new technologies, which became the focus of year two efforts.
We established a new marketing infrastructure and ensured that the technology and innovation messages were communicated clearly and consistently. In the year ahead, we are focusing on forging a stronger link between marketing and sales results, adding content and social media strategies and metrics. In addition, data collection is planned to determine market share capture and better demonstrate success.
