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Contegy x Minitube

Communicating new ways:
How to strategically position a changing brand

Minitube is a leading company in reproductive technology with a focus on artificial insemination and assisted reproduction. The family-owned company has been working closely with breeding farms and research institutes for more than 50 years and is currently expanding into the human sector.

Challenge

Minitube was facing a colossal task: to clearly communicate the expansion from the veterinary to the human sector. However, the lack of integration of the human division into the internal and external brand perception compromised the potential for targeted positioning in both markets.

Objective

The aim was to develop a clear mission statement to support the expansion into the human sector. The mission statement was to help clearly position the Minitube brand for both areas and subsequently increase visibility in both markets.

Measures

The basis for the new strategic alignment is developed in a strategy and positioning workshop attended by 14 C-level participants, including the owner family.
An analysis reveals the role of the mission statement as a tool for communication and management.
We define the relevant target groups for the new business division through a target group analysis.
A SOAR analysis identifies Minitube's strengths, opportunities and objectives to ensure effective positioning in both areas.
The value proposition sets the direction for expansion into the human sector.

Successes

Brand identity: The new mission statement – consisting of brand essence, vision, mission and values – ensures a coherent perception both internally and externally, and forms the basis for strategy, marketing and communication.
Brand positioning: The result conveys expertise and innovation to the target groups, thus creating the basis for the expansion into the human sector.
Messaging Framework: Minitube's new mission statement is based on a modular principle. The brand's core messages can thus be used flexibly depending on requirements and area of application, but always remain consistent along the established mission statement.

Testimonials

The Contegy team has helped us to position our brand for the future. The new mission statement enables us to clearly communicate our vision and values both internally and externally. This is very helpful in driving forward our expansion in the human sector.