One of the key European manufacturers and distributors of home electronics needed to re-establish its value proposition with consumers, as the major Asian brands were gaining strength and pushing its owned brands into the value segment.
What we did:
We deployed MCA®
projects in a number of key markets in Europe simultaneously. This provided a number of important consumer insights and brand benchmarks:
Which contacts are most influential at helping consumers make brand choices in domestic appliances?
Where are the opportunities to differentiate and create stand-out?
Which contacts support brands to build premium positioning?
What do the manufacturer’s brands need to improve to re-establish relevance for premium segment consumers?
Where are the least productive investments, and where should Indesit re-direct resources?
Based on these learnings an MCA®
tracking program was established, which helped to embed the learnings into strategic planning and budget allocation.
As quoted by the manufacturer’s Global Integrated Communication Manager:
“Based on MCA® results, we modified our marketing plan in a selected market by
identifying areas of brand experience relevant to the consumers.
The sales in the period for the specific products grew by 30% and positive changes
were measured for "trustworthiness" and "good quality products" in our brand tracking.”