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CASE STUDY: 'Beat the Wolf' by IAS B2B Marketing for Corus

The client company
Corus is Europe's second largest steel producer with revenues of £9.7 billion. It is a subsidiary of Tata Steel, the world's sixth largest steel producer.

Corus Colorcoat manufactures pre-finished steel products for the building envelope market,
used primarily on composite panels by leading manufacturers.

Strategy
Colorcoat had predominantly been sold into the market via specifications for new build projects. However, the recession required a shift in emphasis. Colorcoat had to be positioned as the product of choice for building refurbishment.