Challenging China was the right ad strategy for Rodon Group

02/21/2013 | MarketingSherpa

Plastic injection-molded components manufacturer Rodon Group used a branding campaign to counter a perception that its American-made product couldn't compete with Chinese companies on price. The company's in-house marketing department revamped its Web presence to stress pricing and came up with a "Cheaper than China" tagline. The results of the new marketing strategy: Converting one toy manufacturer almost entirely to American parts, a 33% increase in sales and double the Web traffic.

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