Alfa Laval is world known for its market-leading solutions for the food industry within the so called premium segment. But to meet the needs on the Chinese market a new and wider portfolio was needed.

– Hilanders helped us develop a clear positioning strategy for our mid-range portfolio for launch on the Chinese market. Thanks to a well thought through strategy, we have experienced good growth on both product lines, says Ulrik DuPont, Product portfolio manager at Alfa Laval.

Johan Maack, Account director at Hilanders, recalls that one of the most interesting learnings from this project was how challenging it is for an organisation driven by premium strategy to accept, understand, and support a mixed portfolio strategy. Internal activation is as always key to implementing a new strategy.