How can the communication of a global B2B company like Barry Callebaut be standardised while taking local characteristics into consideration in order to strengthen core markets? An answer to this question needed to be found.
The solution involved developing a communication strategy together with the headquarters in Zurich by analysing the existing approach and defining a future understanding of communication for the group. It was generally agreed that local characteristics and issues should be taken into consideration in order to strengthen and distinctively position the individual core markets.
To simultaneously and uniformly implement the new communications strategy in all core countries (Belgium, France, the Americas, and Germany), a communications team responsible for the implementation of all communication measures was deployed in Zurich which served as central point of contact and content support partner for all Barry Callebaut countries.
Internationally active companies in particular need to standardise their communication as far as possible. Yet it is becoming increasingly clear that the target group of a company is not homogeneous, but rather heterogeneous in the extreme. Finding a consistent line of communication while simultaneously allowing for local issues is therefore a balancing act for any company. This is only possible if, in addition to an overriding communication strategy, the target groups are addressed in a market-specific way that is very typical of their respective countries. This creates trust and the messages communicated by a company are no longer mere co-text but become a recognisable brand characteristic that one associates with a company.
The motto was therefore to create understanding and ensure acceptability. During a final road show through the core markets of France, Belgium, Germany and the Americas, the new communication strategy was explained to the relevant sales teams and management to promote the implementation of the plan.