Krebs Engineers Case Study

Krebs Engineers is the world leader in providing separation solutions and engineering services to process industries since 1952. They are recognized around the world for their technical expertise in the use of cyclones for the separation and classification of solids and liquids.

Over the past few years the business climate has changed and competitors have entered the marketplace offering inferior products at a lower price. Krebs Engineers saw the need to develop new business and product strategies to secure and maintain their leadership position. Krebs chose to partner with Bromberg Consulting to re-energize and re-position the corporate brand and develop and implement effective marketing strategies.

Market Research
Bromberg Consulting conducted a market research study with current customer base to help guide future product and corporate strategy decisions. The survey addressed brand equity, product awareness, product extensions, competition and company performance.

Product Strategy
As a result of what was learned from the research, Krebs was equipped with the information to develop a product strategy that would bring them into new markets as well as leverage and strengthen their current market leadership position.

Brand Strategy
A brand strategy and structure was developed to successfully position Krebs corporate brand, existing product brand and new products into the marketplace.

Corporate Identity
A new corporate identity, tagline and business system was developed to signal a change to the marketplace, create consistency for all corporate communication worldwide and bring the company into the next millennium.

Marketing Strategy - Implementation
Marketing strategies were developed and implemented including: New identity launch plan, updating corporate messaging and all corporate communications, new Web site, public relations strategy and activities, trade shows and industry advertising.