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Luvata

Launching a division as an independent global company

When Nordic Capital acquired Outokumpu Copper Products, they had one year to develop and establish a new identity before losing the right to use the Outokumpu name. The company consisted of many business units, some of which were operating with different brands. The challenge was to find out what united these business units and how to best launch them as a united global company while retaining the value built up as Outokumpu over the years.

First, we needed to define the positioning strategy. We developed a range of positioning scenarios and tested them across their value chain. The correct positioning strategy quickly became clear and was proven to be relevant to all businesses and geographies.

The keyword of the positioning strategy is “partnerships” - defined in a way that reflects the characteristics of the business relationships on which their future depends. Industry consolidation made partnerships more important than ever. Partnerships were also more profitable and the company’s unique approach to application engineering meant their ability to build partnerships was already a differentiator. With this focus in mind, we chose the name “Luvata” which, in Finnish, means “to promise,” the core of any partnership. In combination with the new tagline, “Partnerships Beyond Metals”, the name has even more power.

In preparation for the launch, we developed the visual identity as well as pre- and post-launch communications. Following the launch we focused on aligning marketing across the business units and developing the culture that would deliver the strategy. Over six thousand employees participated in Quadric training programs which taught people about the strategy, value proposition, values, segments and how to sell the company (not just the products). 

Company description

Luvata is a global leader within heat transfer solutions and related engineering and design services as well as a fabricator of a wide range of copper products. Formerly Outokumpu Copper Products, now owned by Nordic Capital. (EUR 2.8b in sales, 6,000 employees)

Quadric scope

  • Positioning strategy
  • Name development
  • Visual identity
  • Internal training and communications
  • Global launch communications
  • Ongoing market communications

Outcome

  • Smooth launch of the new company
  • Accelerated rollout of new business strategy and organization
  • Improved financial performance
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