Situation/ Challenge
Our client is a highly successful entrepreneur in the auto industry, seeking to enter a completely new sector with a start-up brand in an extremely crowded segment, where differentiation is tough to achieve. In its third year in a narrow set of markets, the entrepreneur was ready to expand geographically. However, after the necessary initial focus on production and distribution, it was felt that the Brand needed to strengthen its story and its Marketing prior to investing further resources in expansion to multiple new markets.
Approach
We developed a project approach to achieve four critical tasks. First, to leverage our deep insights into this space, where consumer emotional attachment to the brand is key, to articulate a stronger brand positioning strategy. Second, to assess and strengthen each element of the Marketing Mix and develop new strategic guidelines for execution. Third, to re-design the Marketing Plan. Finally to develop tools to monitor and manage the execution. In a second phase, we directly coordinated new Packaging development and other Marketing executional programs on behalf of our client.
Results
Having participated actively in the new Marketing strategy and plans, the client increased its investment behind the brand and expanded into numerous new markets with excellent early results.
