Case Study – Building A Competitive Brand Strategy

 Business Challenge

• 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.

SixthFactor Solution

• 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.

Client Action

• A strategy-pyramid created for the brand to strengthen the offering in the C- Segment.
• Strategy for effective retail and aftersales activation programs conceptualized.