Challenge
AM Strategies was approached by the San Francisco Paper Company of Mexicali, Mexico to help launch a new brand and their new North American operation. Their new subsidiary, called The Golden Gate Paper Company, was headquartered in Del Mar, California. Their goal was to become the leading producer of high quality Enviro-Friendly™and recycled tissue paper products in the American Southwest. AMS’ assignment was to take a fresh, creative approach to marketing a product in a very crowded category with old entrenched brands and win shelf space and consumer loyalty. The product had to be branded to take advantage of the long history of the Mexican company but appeal to a new target market. Additionally, they had an immediate need for website that would establish their credibility and impress buyers from supermarkets and janitorial supply companies.
Strategy
AMS immediately implemented our 3-phase, 3-D process. During the first phase, Discovery, AMS determined market accessibility, and researched the competition’s branding, pricing, and product attributes to determine the most likely distribution centers and retail outlets. During the second phase, Definition, AMS conducted consumer testing of the new concept of making paper products made from recycled materials. Using this research AMS developed a brand strategy, name and package designs and tested these with consumers.
Results
With a new market entry and brand strategy, Golden Gate Paper was ready to launch their new product in a new market. AMS also developed a new website, GoldenGatePaper.com. The site was fully functional and accomplished the mission in record time and within the client’s budget. As a result, Golden Gate Paper was able to establish their position and gain a foothold in the lucrative North American paper products market.
