“VRD led us to results that go far beyond product designs, which include a deep analysis of our organisation, focusing on our history, our culture, our communication, our people, and our customers. A brilliant work, empowering the company’s growth in sales, positioning, and ideas!”
Maria Luisa Papaiz Refinetti, Head of Special Projects Papaiz do Brasil
Papaiz, the leading Brazilian company in the padlocks, handles, and windows sector – now a part of the Assa Abloy Group – has selected VRD to formulate a new business strategy for the padlocks platform. This project has arisen from the necessity to prepare their primary business for the conclusion of 20 years of anti-dumping measures, which would expose the Brazilian market to Chinese competition.
This was a challenging project that led us to investigate the existing relationship between Brazilians and padlocks in their daily use. We involved 135 users in three cities to learn and map their behavioural attitudes and concerns. Then we extended the study to acquisition attitudes and selling techniques in 27 shops to define future positioning strategies.
The project has resulted in a new business platform that focuses on the Brazilian lifestyle, introducing new products and adopting a fresh positioning and distribution model that does not suffer from competition from generic Chinese padlocks.
