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Project Description

Online Services – Marketing Consulting Case

Redefining business to meet the needs of the customer


  • Revenue model inconsistent with end user requirements
  • Declining market share, with category leader capturing significant share gains globally


  • Customer needs assessment to gain a deep understanding of target segment requirements across key markets (U.S. and Europe)
  • Competitive assessment to understand current positionings and strategic intent
  • Focused ideation to identify high-potential positioning opportunities
  • Qualitative research in the U.S. and Europe to test potential positioning areas
  • Creative brief, detailing communication objectives, strategies, plans


  • Revised global positioning and value proposition to address customer requirements
  • Redesigned identity, including website, logo and messaging strategy

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