European Electronics Major

Context

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.

The results:

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.”

A Global Consumer Electronics Company

Context

  • In the early 2000s, this company set itself aggressive goals to become global market leaders in technology. They were making very large investments in brand building and sales activities across a large portfolio of products, and many diverse markets.
  • It is one of the world’s largest spending companies on marketing
  • The complexity of the task with many stakeholders including external partners, a diverse set of activities from in store displays, service provider partnerships, global sport sponsorships, digital and mass media required a systematic approach to measurement and management to optimise effectiveness.

What we did:

  • Since 2005, the company has deployed MCA® across more than 20 countries and multiple product categories.
  • The MCA® metrics have enabled it to implement a planning process that fully supports multi-touchpoint consumer journeys, making data-driven decisions on critical issues like
    • What is the optimal mix of Above the Line, Below the Line support?
    • How do we maximise the value of global sports sponsorship investments?
    • Which digital contacts are the Must Win Battles?
    • Where are competitors winning and what treats should be neutralised?

The results:

During the first five years of MCA® deployment, the company increased sales by more than 90%.

“MCA® provides a common, objective language for communicating at Global, Regional & Local levels.

What did we learn that we didn’t know before?
MCA® enables truly “Media Neutral” planning… as a client, we can evaluate impact on brand “fairly” across ATL and BTL.”