1 / 5

Product Line Optimization Study for Automotive Brand

Here's how we helped a leading automobile manufacturer in developing an effective positioning strategy for their planned sub-brand, taking into account the positioning of their existing brands and competitors.

AronaSouris
Download Presentation

Product Line Optimization Study for Automotive Brand

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Product Line Optimization Study for Automotive Brand Target Group Study Type Geography Consumers whotake automobile related decisions in their households. Full service study India, UK, Turkey, and China 1

  2. What was the research requirement? • A major automobile manufacturer wanted to develop an effective positioning strategy for their planned sub-brand, taking into account the positioning of their existing brands and key competitors • The client wanted us to come up with a strategy to optimize their product portfolio to lower brand cannibalization and take on competitors aggressively • Specifically, they wanted our help to estimate utilities for new concepts alongside existing ones and to turn them into a market share simulator 2

  3. What was Borderless Access’ approach? • • • • We performed a qualitative research to identify and conceptualize different positioning concepts Concept cards were prepared for existing brands including the client’s competitors Respondents were first familiarized with these concepts and were then taken through a choice exercise We recommended choice based conjoint as it permits the client to maximize revenue of an entire product line by choosing appropriate positioning as well as measuring the impact of positioning on competitor brands 3

  4. Outcome • A market structure mapwas built for the client where-in they could visualize the different vehicle segments, their bases and how differently brands were positioned. • The data showed the current positioning of the competitive set and the highest potential segments for several new brand positioning concepts for the client’sbrands. 4

  5. Contact-Us CHICAGO, IL Tel : +1 312 720 0378 USA CALIFORNIA Tel : +1 818 358 4633 www.borderlessaccess.com UK LONDON Tel : +44 771 840 3458 Business Enquiries rfp@borderlessaccess.com marketing@borderlessaccess.com GERMANY MUNICH Tel : +49 (0) 176 650 94033 Connect with us DUBAI Tel : +97 150 137 3145 UAE BANGALORE Tel : +91 804 931 3800 INDIA © 2018 Borderless Access

More Related