1. CASE STUDY: BRAND EXPANSION
Business Challenge
An ambitious battery brand holding leadership positions in developed markets wanted to
leverage this success to penetrate key emerging markets representing a whitespace
opportunity for the brand. But the global brand team first needed to identify the
foundational elements of a market penetration strategy – building blocks that would
underpin an effective implementation plan.
How could it uncover such insights? And how could it embed this understanding within a
team hungry for direction and the tools to get the job done?
Solution
Insights & More applied proprietary techniques to evaluate and design an Insights
Investigation PathTM for the Client which delivered the following:
UNCOVER A ‘Current Best Approach’ study which articulated the guiding principles for
entry and establishing market leadership. The insights gleaned from the target markets
would go on to change the perspective of the teams on retail strategy, product portfolio
and communications -- and provide the impetus for initiating retail and portfolio initiatives
beyond the scope of the brief.
EMBED The Approach paper which was delivered through an experiential workshop
where a cross-functional team (representing Marketing, R&D, Finance and Advertising)
from different parts of the world were brought to a common understanding and vision for
this next phase of brand growth.
ACTIVATE Communication concepts based on Insights from the study, which helped craft
a common advertising & PR plan across the markets.
http://insightsandmore.com/