Risks in decisions about branding and segmentation strategy center around meaning and relevance.
- "What do we want our brand and its products & services to uniquely stand for?"
- "Who should be our target customers?"
To understand and minimize these risks we measure the salience of competitive brands across a category, evaluate relative marketing and sales positions and assess the meaning of a brand to enthusiasts, persuadables and rejectors.
The results of these studies are used to refine corporate vision statements, set major market strategies, select target market segments, and to develop strategies to leverage brand reputation.
Case Studies
Industry: Retail
Client: Major convenience retailer
Survey Type: Measuring Performance of the Brand Promise
| Question |
Do our clients agree with our management about how our employees and stores deliver on our brand promise? |
| |
| Solution |
Using store surveys a sample of retail locations were selected for feedback. Customers at those stores responded by touchtone phone and online surveys to provide their feedback. |
| |
| Results |
Results were analyzed for each store, specific market segments, and the company overall - to identify customers' opinions about consistencies and inconistencies in the execution of the brand promise. Competitive forces were assessed, and the most critical issues for remediation were identified. |
Industry: Retail
Client: Outdoor equipment manufacturer
Survey Type: Assessing Competitive Strength
| Question |
How is our product perceived in different parts of the United States? Which positioning alternatives offer the greatest opportunity for differentiation in our category? |
| |
| Solution |
Clickin surveyed the target audience for the product in various parts of the country and determined perceptions of competitive brands and positioning alternatives. |
| |
| Results |
The perceptual mapping analysis identified new opportunities for brand position and identified elements of the existing position that were threatened by competitive brands. |
Industry: Financial Services
Client: Large Bank
Survey Type: Brand Equity & Positioning of Financial Services
| Question |
After a reorganization and repositioning of several divisions, what is the existing brand equity among all the various product lines? |
| |
| Solution |
Clickin conducted an online analysis of all the product brands in relation to their competitive sets. |
| |
| Results |
Analysis was successful in helping the company select communication messages that would support the development of the desired brand position. This information was also used to position the various product offerings into the new organizational structure. |
Industry: Entertainment
Client: National Television Program
Project: Testing Co-branding Alternatives
| Question |
The sponsor of a nationally televised program needed to understand the strength of the program's brand in order to strategically plan for line extensions. Can we use the same brand name for events, program, and products? Was the brand strong enough to carry several different co-branded offers? |
| |
| Solution |
Clickin fielded a brand assessment survey with viewers, attendees and sponsors. |
| |
| Results |
Results identified the relative "fit" of the two brands for the products under study and established a quantifiable "lift" that could be expected from co-branding – allowing the company to reduce the risk in their business decisions about the co-branding opportunity. |
Industry: Investment Services
Client: Equity Investment Firm
Project: Hidden Treasures
| Question |
To evaluate purchase price for an existing company, our Client needed to establish a value for the brands carried by the company's products and to estimate the likelihood that additional financial investment in the company's marketing programs would yield a strong ROI. |
| |
| Solution |
Clickin surveyed former, current and potential customers of the company's products to establish a lifetime value for each major customer segment, estimate the competitive position of their brands, and calculate the potential changes to the revenue stream likely by investments in marketing. |
| |
| Results |
Purchase and replacement intentions were used to estimate the lifetime value of current customers and Clickin's competitive assessment tools were used to estimate the 5 and 10-year value of the brands. Our Client made a substantial investment in the company, with many of those monies earmarked for marketing. |
Industry: Wireless
Client: Cell Phone Ancillary Device Start-Up
Project: Wired and Wireless
| Question |
Has the right market been identified for this new product and what promotion can be used to sell the device? This was a new product in a new category and no existing market information was available. |
| |
| Solution |
Clickin surveyed 800 members of Clickin's online panel who owned cell phones. The product proposition was tested using questions to help learn about cell phone ownership, intent to purchase a related device, work environment, personal behaviors, and the overall appeal of the category. |
| |
| Results |
The target market was identified, sized, and their interest in the product proposition was verified. The company also identified related devices to which an introductory marketing offer could be tied and the most compelling benefits to emphasize in the introductory offer. |
Industry: Collectibles
Client: Sports Collectibles Company
Survey Type: Identify and Prioritize Market Segments
| Question |
After an acquisition and consolidation of several competing brands, what are the brand perceptions of all of the brands in the new company's portfolio? What should the new brand strategy, market segmentation and positioning be? |
| |
| Solution |
Clickin fielded a series of online studies that addressed the branding issues and the changing markets within the industry. |
| |
| Results |
Results provided the company with an understanding of the strength and position of each of its brands in relation to competitors, a segmentation of the market, a profile of products and channels appropriate for each market segment and a market size potential index for each of the market segments identified. |
^ return to top
|
