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“In our industry’s challenge to develop a coherent Communication Strategy on behalf of corrugated board and its industry at European level, the RIC process allowed us to identify precisely which executives – in all relevant companies throughout Europe - participate in the decision making process when deciding for our product or those of our competitors. It also helped pinpoint the key parameters on which these decision makers take their decision.
Based of those findings, we were able to determine the most appropriate common international positioning for our product and industry. Once validated by all our members throughout Europe, it allowed the effective steering of a European direct marketing campaign.”
Wim Hoebert,
Secretary General of FEFCO,
the European Federation of Corrugated Board Manufacturer
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