Strategy for Increasing ML Polyolefins' Brand Recognition in European Markets

Desired outcome

As part of this challenge, research teams will analyze the current brand recognition of ML Polyolefins in the EU and develop strategies to enhance its visibility within the recycling industry. The focus will be on three key markets: German-speaking, French-speaking, and Italian-speaking regions.

Initial Problem Description

The main issue is ML Polyolefins' - recycling company - low brand recognition in European markets compared to competitors, limiting growth and expansion opportunities. The challenge is to create an effective brand-building strategy in the recycling sector, considering the specific characteristics of different markets.

Context

This issue pertains to the plastic recycling industry, where brand recognition and market positioning are crucial for attracting business partners and gaining a competitive edge. The increasing number of EU regulations on circular economy and sustainability requires recycling companies to adapt their communication and marketing strategies.

Connection to cross-cutting areas

• Circularity: Plastic recycling is a key element of the circular economy.
• Sustainability: ML Polyolefins' activities contribute to reducing plastic waste and lowering the carbon footprint.
• Industry 4.0 and Digitalization: Using AI, data analysis, and market monitoring tools in marketing strategy.

Input

As an input students could use existing market reports on recycling and circular economy in the EU focusing on companies that recycle plastics. Another helpful tool would be competitive analysis using benchmarking. Results of surveys and interviews with industry experts and existing advertising campaigns in similar companies.

Expectations

• Development of a communication strategy tailored to key markets.
• Identification of effective marketing and communication channels.
• Creation of specific recommendations for branding and marketing activities.
• Indication of innovative methods to increase brand visibility (e.g., B2B influencer marketing, industry fairs, digital marketing).

Desired Team Profile

Desired team profile with skills or academia background:
• Marketing and PR specialists, particularly those with experience in B2B marketing.
• Experts in market analysis and business strategy.
• Individuals familiar with the recycling and circular economy sector.
• Specialists in data analytics and digitalization.

Additional Information

• The plastic recycling industry in the EU is highly competitive, with major companies dominating the market through extensive marketing strategies.
• The growing number of sustainability regulations necessitates a shift in brand communication and promotion approaches.
• ML Polyolefins has the potential to build a strong position in the European market through an effective marketing strategy based on innovation, an eco-friendly approach, and product quality.

Related Keywords

• Digitalization
• Social and Economics concerns
• Information and media, society
• Communications
• Commercial Communications