Productos Químicos Panamericanos – PQP is a multi-Latin company dedicated to the production and marketing of products focused on 4 strategic business units: Chemicals (water treatment), Agro (fertilizers), Professional (institutional hygiene and cleaning) and Consumption (of cleaning and home cleaning).
After 45 years of experience and a process of business growth and consolidation, the portfolio of brands, products and lines grew in such a way that it was necessary to review it to define a brand and portfolio architecture consistent with the vision and purpose of the company.
The process began with the redefinition of the higher purpose of the brand and from there a series of actions were deployed to guide the brand, its products and its communication.
The portfolio was made up of 7 brands: Ultrex, 123, Ambient, Wise, Active, Hit and Sí and more than 700 different products with their respective references.
At this point, the portfolio was refined according to the value generation of each brand and its alignment with the strategic lines of business.
Efforts were focused on building and positioning 3 main brands according to their respective distribution channel. Ultrex and 123 that already existed focused on mass consumption products and PQP Professional was created as an umbrella brand for products aimed at institutional and professional channels.
Roles, territories, and audience segments were defined for each of the brands, which is how Ultrex focused on clothes care and 123 surface cleaning, when before they were two brands that, although focused on different segments, competed with each other, and PQP became a brand aimed at professionals and experts.
The brands were redesigned according to their value proposition, the public profiles they were targeting, the trends of the categories and their moments of use.
Packaging and label design
The packaging played an important role in the development of the brands and became the best vehicle to communicate the experience, values, attributes and differentials of the products, providing arguments as to why they should choose our brands over the others in the category.
The messages and channels to communicate each of the brands were strategically defined, identifying opportunities in market segments that had not yet been eroded by the leaders of each category, optimizing the budget and maximizing the scope of communication.
- Definition of a clear and well-oriented brand architecture system.
- Purification of the portfolio of brands, lines and products.
- Creation of brands and products with audiences and clear value propositions.
- Positioning of brands in their specific segments.