PQP

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.

Strategy

 

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.

 

 

Portfolio restructuring

 

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.

Brand architecture

 

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.

Segmentation

 

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.

Brand redesign

 

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.