Valpey-Fisher, Inc.: Market Positioning

Valpey-Fisher specializes in designing, producing, importing, and marketing a broad range of quartz crystals, oscillators and ultrasonic transducer devices. The telecommunications, computer and computer peripheral equipment, scientific instrumentation, industrial, and aerospace industries are major markets for the company’s quartz crystal and oscillator products.

Although Valpey-Fisher manufactured high quality products, their market image did not reflect this strength.

PCG created a series of ads, direct mail and a mini-catalog which properly positioned them in the marketplace by showing oversized versions of their products to demonstrate the quality of construction and the sophisticated engineering involved. PCG also used strong images of the industries where the Valpey-Fisher products are most utilized to emphasize the importance of a quality product to the end result.

Valpey-Fisher successfully translated its new identity into increased market share.