| The opportunity |
| 1. |
Defined the core issue – how to extend
the brand into a new market. |
| 2. |
Conducted interviews, surveys and assessments.
|
| The shortfall |
| 3. |
Identified a target group of customers meeting pre-determined
internal attractiveness criteria that weren’t exposed to key messaging.
Generated a segmentation hypothesis. |
| 4. |
Conducted further interviews and research to determine
their needs.
|
| The problem |
| 5. |
Identified working value propositions for each segment
and developed
a creative and timely PR campaign promoting brand extension and stimulating
interest and awareness. |
| 6. |
Developed and executed several market research surveys
to extract meaningful feedback and test the effectiveness of the value
proposition
elements and their positioning.
|
| The solution |
| 7. |
Created a strategy to carry the brand forward based on
findings. |
| 8. |
From interview resuls and sample requests received, initiated
qualification of leads and migrated these into the sales process.
|
| Controls for continuous improvement |
| 9. |
Established accountability with the management team in
pursuit
of sustained improvement.
|
| The results |
 |
Crucial validation of interest in the brand from the
marketplace |
|
Quantification of the value-in-use for product pricing
and positioning |
|
Requisite proposed positioning to tap interest and realize
success
|
