Problem Solving › Marketing
Il rebranding è pronto e il cliente più grande lo odia · Marketing · Beginner
After eight months of work and 150,000€ invested, the rebrand is ready to launch in three weeks: new product line name, new packaging, printed materials, booked trade fairs. In a courtesy meeting, your biggest client, 28% of revenue, reacts badly: the new line name conflicts with the internal nomenclature of their purchasing systems, and their procurement office says recoding everything takes months: they threaten to reduce orders if the change is immediate. The CEO wants to launch anyway, the agency says postponing kills momentum. What do you propose?
Dopo otto mesi di lavoro e 150.000€ investiti, il rebranding è pronto al lancio tra tre settimane: nuovo nome della linea prodotti, nuovo packaging, materiali stampati, fiere prenotate. In un incontro di cortesia, il tuo cliente più grande, il 28% dei ricavi, reagisce malissimo: il nuovo nome della linea confligge con la nomenclatura interna dei suoi sistemi d'acquisto e il suo ufficio acquisti dice che ricodificare tutto costa mesi: minaccia di ridurre gli ordini se il cambio è immediato. Il CEO vuole lanciare comunque, l'agenzia dice che rimandare uccide il momentum. Cosa proponi?
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