Quantec Geoscience is a leading global supplier of geophysical services to the mineral exploration industry. It developed TITAN 24, an award-winning highly innovative technology for deep earth imaging. TITAN 24 provided geophysical information with higher clarity at greater depths (up to 2,000 metres versus 400 of existing methods) to enable better targeting of drilling. However, by mid-2004, TITAN was far short of its sales targets. Mining companies, the major target market for TITAN, were resisting adoption. Quantec's marketing director had to rethink the company's whole marketing strategy, including its target segments, pricing, positioning and market communication.
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