Case Study 1: Brand Alignment Research
Objectives
Redshift Research was commissioned by one of Europe’s leading forklift truck manufactures to help position two brands serve highly differentiated market segments. The manufacturer combines two distinctive brands, each with different traditions, strengths and image associations among their respective customers. The objective was to understand the relative strengths & market positions of these brands and how they can best be developed in future to compliment each other most effectively.
Research and Consultancy
Telephone interviews with senior decision makers amongst both customers and non-customers across the UK, France, Germany, Spain and Italy. Two surveys where run effectively with buyers of the distinct brands. Buyer needs and brand associations where then analysed against sector and other demographic information to help differentiate each brand in the most appropriate market segments.
The branding strategy would be most effective where dealers targeted customers appropriate to each brand. and avoided duplicating sales effort in the same market segments. Redshift produced a brand positioning white paper used to support a communications road show initiative among its country dealerships.
Case Study 2 >