Sistema Plastics thinking outside the industrial box

In the manufacturing industry a business meeting on the topic of brand can be highly entertaining. Too often there is little differentiation and very little evidence of product development led by market strategy.

Sistema Plastics is a compelling case study on how to build a successful brand. Reading and listening to interviews with the co-founders Brendan Lindsay and Allin Russell, you quickly piece together that the success of the plastic food storage containers is no happy accident.

The fact that Sistema is producing 100 per cent locally while building a global brand, exporting to 59 countries and experiencing year-on-year growth of between 80 to 120 per cent, is remarkable. Australians are not easily impressed and are spoiled for choice in every product category, and yet in 2012, the company had an estimated 44 per cent market share across the Tasman…

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