Project Description
Online Services – Marketing Consulting Case
Redefining business to meet the needs of the customer
Challenge
- Revenue model inconsistent with end user requirements
- Declining market share, with category leader capturing significant share gains globally
Action
- 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
Result
- Revised global positioning and value proposition to address customer requirements
- Redesigned identity, including website, logo and messaging strategy
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