PowerSeal, Nuenen > strategic marketing plan PowerSeal repairs coatings of cylinders of racing motorcycles (motorbikes) and is the niche market leader in Europe. Because this market is shrinking, PowerSeal was looking for possibilities to reduce its dependence on one product and one market. Hanniebal investigated the market position via desk research, competition analysis and interviews with management, personnel and customers. Because PowerSeal is known as a reliable supplier with high-quality products a pull-strategy focused on the motorbike market was decided upon. Via targeted communication with a clear positioning the aim was to create specific demand for PowerSeal among motorbike racers. By introducing an extra service of offering a new piston with every repaired cylinder PowerSeal strengthened its quality image, and at the same time overcame its dependency on a single product.