Rotuba

website: rotuba.com

Challenge
Rotuba is a compounder and extruder of plastics and has been producing cellulose acetate since 1955. Rotuba is the largest independent producer worldwide of Cellulose Acetate (CA) and the only company capable of producing encapsulated scent in celluloics based products. Rotuba was determined to introduce the benefits of scented cellulosics into the market in the most efficient manner possible.

The challenge was to develop innovative means of communicating these value propositions to key targets audiences, specifically to luxury brands and large-scale consumer retailers.

Insight
As an independent player, Rotuba cannot compete on economies of scale or with unique distribution strategies and therefore seeks alternative means to differentiate itself in the market. The ability to encapsulate scent into cellulose is a clear point of differentiation.

Solution
We redesigned the Rotuba brand from the ground up, including identity, internal workspace design, print and video collateral, website (www.rotuba.com), and comprehensive marketing presentation design and programme implementation.

The product sampling strategy we concurrently developed allows potential customers to see Rotuba’s product in its tangible useful form. This is particularly helpful when marketing to high-end luxury brand players and mass consumer retailers.

Results
Rotuba has seen an immediate sales increase in scented cellulosics products of nearly five times its historical sales within a six-month time frame after the comprehensive marketing programme and re-brand launch.

Additionally, a solid thirty times increase in sales is projected at the end of year one since launch date. Adam Bell, CEO of Rotuba has indicated that this level of growth is sustainable for a reasonable forecast period.

We continue to work closely with Rotuba developing new programmes and marketing strategies helping make contact and sales with previously unattainable clients, attainable.