Established in Milán in 1937, MAPEI is one of the world-leading firms in the production of adhesives and other chemical products for the construction business. The Group has a presence in more than 836 countries, and 83 production plants located around the globe. However, the brand had low awareness in Argentina, so NSB was called to help on this matter.
Our work began with a deep-dive analysis of the adhesives and painting category. To accomplish this goal, we did extensive quantitative research with the most important players in the industry, and we add deep interviews with key opinion leaders, such as renowned architects and real estate developers.
In 2018 we developed a 5 Year Strategy Plan with focus on MAPEI’s awareness growth. Divided in many different stages, during the first 2 years we help the brand to gain certain knowledge within its target group. In 2020 we will do a new Brand Awareness study to evaluate the ongoing results and double-check our 5 Year Plan.