DEFINING METSA BALL VALUE PROPOSITION
Metsa Board is a leading European producer of folding boxboards and white linerboards made from fresh forest fibres, and a market pulp supplier. The company had recently been through a re-organization of the business resulting in a new focus on added value areas specifically packaging. The brand recognised the need to reposition their focus on consumer benefits to push the business forward.
To develop a refreshed value proposition for the Metsa Board brand. The client had a key question they wished to answer in this repositioning which was: How can we move up the value chain.
LBA carried out quantitative & qualitative research with professionals across different touch-points in the packaging value chain. Research findings were then analysed to propose a differentiated business model and value proposition which was aligned to the evolving needs and organisational structures in the packaging value chain thus propelling the brand to achieve the required objectives.