An Australian and New Zealand household appliances manufacturer
recognised how its market strength was not strongly underpinned by
a relevant and differentiating brand proposition, potentially
placing its brand at risk in coming years.
What was the question?
In the context of a competitive marketplace and current and
emerging customer needs, how can the organisation's brand be
differentiated from its competitors?
What did we do?
- Sought to understand consumer behaviour
- Explored consumer perceptions within the category
- Evaluated usage and expectations of appliances and how they had
changed in recent years
- Qualitative study - conducted focus groups and senior executive
Workshops
- Exploration, evaluation, understanding, in-depth analysis of
customer experience relative to competitors
What was the outcome?
A relevant and differentiated positioning for the core brand was
developed and senior management signed off all recommendations.
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