Industrial Manufacturing And Service Industry

Kotler Marketing Group (KMG) has been collaborating with Baosteel Group since 2011, with Philip Kotler personally conducting B2B brand and marketing management training for Baosteel's decision-makers. Following the training, the KMG team, alongside Baosteel's management, focused on "Corporate Brand" and "Brand Management" as core research areas for a 4-month period, receiving high recognition from Baosteel's CEO.

In June 2011, KMG assisted Baosteel Group in formulating the "Baosteel Group Brand Strategy Plan and Implementation," a critical step supporting the overall strategic transformation of Baosteel Group. Within this strategy, detailed plans were developed for Baosteel's new brand positioning, brand core values, brand architecture, brand management organization, brand management processes, brand communication management, brand asset detection, and more. Innovatively, the Stakeholder Value Management (SVM) method, an approach to stakeholder management, was introduced to establish the foundation for Baosteel's brand sustainable development.

In November 2011, KMG assisted Baosteel in developing the strategy and specific implementation plan for creating the "Baosteel Stainless" elemental brand. This marked the first systematic practice in China for shaping an industrial brand's elemental brand!