>> Financial Services – Marketing Consulting Case

Establishing a strategic positioning for a newly formed business

• Diversification strategy into non-traditional banking services
• Acquisition of human resources consulting and outsourcing companies
• Unclear brand architecture and strategic positioning at both the corporate and HR-sector level

Action

• Customer segmentation framework to identify customer needs and most attractive targets
• Competitive and best practice assessment to identify positioning opportunity areas
• Brand architecture and strategic positioning recommendations to maximize clarity, synergy and leverage
• Communication strategy and plans to launch the new offering

Result

• Integration of internal corporate values with market-facing strategies
• Focused communication strategies, plans and tactics

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