- A global automobile player was keen to strengthen their offering in the C- Segment category in the Middle-East.
- The research aimed at generating insights to help strengthen their brand strategy for 2015.
- A qualitative research was conducted with key consumer segments (namely recent-owners and rejecters) of the brand, besides conducting a shopper/ retail module.
- Feedback was taken from marketing and dealer team to generate insights.
Value delivered by SixthFactor
- Understanding the key purchase-drivers for C-Segment category.
- Generating a priority-hierarchy framework of benefits sought from the category.
- Providing vital cues for driving consumer loyalty and shopper-activation.
- A strategy-pyramid created for the brand to strengthen the offering in the C- Segment.
- Strategy for effective retail and aftersales activation programs conceptualized.