Challenge:
Entropic Communications, Inc. is a market leading semiconductor company enabling high speed access to and around the home over existing coaxial cable infrastructure. In 2004, it wanted to evaluate the most effective go-to-market strategy for launching its products. With millions invested in R&D and weighed down by lengthy product buy cycles and protracted negotiations with consumer electronics device manufacturers, the company needed to assess the viability of introducing its chipset to the market as an Entropic-branded consumer offering sold through retail channels or through a business-to-business model.

Solution:
Blue Mine Group (BMG) began its work with Entropic with a robust go-to-market strategy initiative that included market and competitive research, a series of consumer focus groups, interviews with potential partners, media and consultants, and culminated in a recommendation on how the Entropic technology should be positioned and marketed. Based on the findings from the strategy project, BMG assessed that the market was not ready for a direct to consumer application of the technology and recommended that Entropic instead utilize a business-to-business model to distribute its products.

Pleased with the initial project, in October 2004 Entropic engaged BMG for a full implementation program. BMG kicked off the program with a comprehensive branding and messaging campaign, first by creating a new product category and tagline for Entropic's core technology: home networking for digital entertainment; and subsequently by establishing corporate identity, product marketing and trade show materials to communicate the company's value proposition.

BMG also worked to strengthen Entropic's role within the Multimedia over Coax Alliance (MoCA), which was formed to standardize technologies for linking consumer entertainment devices seamlessly throughout the home using existing coax cabling.

More recently Blue Mine Group helped Entropic with a complete revitalization of its trade show toolkit, including an innovative booth, comprehensive graphic design and materials, and a new corporate video. The newly created concept was successfully launched at the Consumer Electronics Show 2007.

Results:
BMG's strategy assessment and market analysis helped Entropic achieve a powerful position in its market as the leading enabler of home networking for digital entertainment. Based on this core platform, the multi-pronged implementation program seamlessly integrated Entropic's key messages throughout all online and offline marketing channels. These efforts manifested in a complete branding exercise of the c.LINK technology and the creation of targeted marketing collateral, an aggressive trade show schedule and the launch of a new corporate website.
In addition, BMG helped Entropic initiate a formalized outreach effort to its OEM developer community, which includes regular email communications and the creation of a password-protected developer web site containing product documentation and tools. This secure site also serves as a DCO-controlled intranet used by Entropic employees to help ensure accurate internal product communications
BMG continued to develop Entropic's core positioning and messaging as it has steadily grown and evolved into a market leader within the home networking technology industry.