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Metso’s opti rebranding : focus on the promotion of the renewed opti product families in China

Cheng, Hong
Master thesis
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masterthesis.pdf (4.800Mb)
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http://hdl.handle.net/11250/2626257
Utgivelsesdato
2013
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  • Master Thesis [3748]
Sammendrag
Metso Paper Mills Business Unit abridged as “Metso” in this paper, assigned this study.

Metso is a global supplier of technology and services in the pulp and paper process

industry, and it focuses on delivering profitability and sustainability to customers.

Metso currently provides 136 products under three main brands: Opti, Sym and Val. The

inconsistent mixture of these three brands has been confusing Metso internally and its

customers externally. Thus, Opti rebranding applies Opti as Metso’s sole brand to unify

its previous brands, to reposition and modularize Metso’s selected offerings to capture

the growing Chinese mid-market under a lower total cost of ownership. The main

purpose of this study is to gain understanding of the Chinese customers’ perceptions of

Opti rebranding to assist Metso in effectively promoting the renewed Opti in the Chinese

market, while trying to explore guanxi’s role in selecting a supplier.

The literature review consists of rebranding, guanxi and service-dominant logic. The

research method applied to this paper is qualitative interviewing and participant

observation. Two Ji’an customers were interviewed as a pilot study, in addition to prestudied

12 experienced Metso employees. A field study on 17 Chinese customers from

six different papermaking companies was carried out in China during six weeks’ time.

All data was audio-recorded, member-checked and manually analysed by the researcher.

The findings of this study are that the Chinese customers pay little attention to the name

changes, but emphasize the tangible values of the renewed Opti. In China, guanxi might

be crucial in selecting a supplier when the suppliers’ price and quality are at similar

level. However, the Chinese mostly value cost-efficiency (性价比), technology level and

reliable references.

Hence, it is suggested for Metso to promote the renewed Opti in a holistic and detailed

manner. For example, the latest and proven technology will be cost-efficient and

ecological, and fast solve the customers’ existing problems. Moreover, customized

rebuilding and/or upgrading will reduce the operational costs, while reliable references

and sufficient technical data will support the aforementioned values.

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