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Integration
of Product Listing for
Newly Merged Companies
Objective:
To develop a revised product listing based on integrating Rhodia’s
product line with
those of their acquired company, Albright & Wilson.
Agency
Solution:
Delfino Marketing recommended the title “An Innovative Product Range
for Customized
Solutions” to support the newly merged company’s positioning
as a problem solver of
industry challenges. Key to the revised edition was the conversion to
new Corporate
Identification Standards.
Results:
The agency had previous experience in creating a product listing when
Rhone-Poulenc’s
Surfactants & Specialties Division was created from a merger of Alcolac,
GAF and Miranol.
This experience enabled quick turn around time in the development and
production of the
listing. The transition time was substantially reduced and customers soon
had access to
the combined product roster of both Rhodia and Albright & Wilson.
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