Automotive & Furnishings materials manufacturer, Vynide (Pty) Ltd. has contracted RX&Co. for the development of a new retail marketing strategy for the relaunch of their Vynide Direct retail chain.
The project was shaped in negotiations between Stellenbosch University and Vynide senior executive Chantal Cotton and CEO Justin Bgoni, subsequently awarding the research and strategy development functions of the project to RX&Co. after detailed discussions with Roelof J. le Roux. The project, launched in October 2007 , comprises of three parts:
1. Primary & Secondary Market Research on the South African secondary market for automotive pvc products, such as vinyl materials for automotive refurbishing and home furnishing. Identifying new target markets/applications for existing products and market segments for new products.
2. Marketing Strategy Development for the new Retail Operations, including Competitor/SWOT Analysis, Marketing Mix Strategy and Brand Strategy. Growth strategy from one location in Cape Town (Mowbray) to five locations nationally over the course of the next 24 months.
3. Educational/Community Involvement Project in partnership with the Stellenbosch University Department of Business Management. Final year Marketing Management students at SU will take part in an academic project involving market research and marketing strategy development, as part of their credit course module in Strategic Marketing. Senior Executive Chantal Cotton and project coordinator Roelof J. le Roux will work with students to help them develop their strategic skills and thinking about the potential of the South African market as a developing economy.
RX&Co. will continue reporting on the progress of this project over the course of the next few months. We are excited to work with Vynide (Pty) Ltd. and its enterprising management team and look forward to growing the Vynide Direct brand in locations across South Africa!