Case 6 - Oxford Danfysik
In September 2001 Danfysik A/S of
Denmark purchased the beamline business
from Oxford Instruments, creating
a new subsidiary, Oxford Danfysik.
Following this purchase Oxford Danfysik
wanted to reposition itself as part
of the Danfysik Group. In terms of
product strategy they also wanted
to be seen as a deliverer of beamline
components and assemblies as well
as complete beamlines.
Qi3’s Jonathan Gold worked
as part of the Danfysik team throughout
this repositioning. We were able
to applying our marketing knowledge
and expertise, as well as our experience
in selling substantial scientific
and analytical instrumentation to
universities.
Our activities with Danfysik involved
several key phases: the creation
of a marketing communications strategy,
the implementation of that strategy
and the production of a marketing
campaign. The implementation and
campaign included production of an
integrated website and associated
launch mailing. This repositioning
project was undertaken in collaboration
with Oxford Danfysik’s management
team, and was designed to be effective
against the aggressive marketing
being employed by two competitors.
The core of this strategy was to
improve the communication between
Danfysik and its target audiences.
Qi3 defined and segmented these audiences
creating various models. These were
later used to develop individually
targeted strategies and messages
for each audience.
This kind of work can only be accomplished
if you have a deep understanding
of the product and marketplace. We
aided Danfysik by carrying out a
pre-selection process for a new design
agency while involving them in the
final selection.
Nigel Boulding, Managing Director
of Oxford Danfysik commented;
“Qi3 was a valuable partner
in our re-launch, they helped us
to look at ourselves in a new way
and improved our communication and
marketing strategies. We have been
able to reposition and reinforce
our market position as a leader in
the field of synchrotron beamlines”.
Some of the results of our work
with Oxford Danfysik can be viewed
from the following link:
www.oxford-danfysik.com
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