Brand & Marketing
Value proposition
What is the value proposition and how well does it stand out from the competitors?
We help define the value proposition of a product, service, or a brand to ensure it fully captures and align with customer needs, differentiating you from competitors and giving customers a clear reason to choose you.
EXAMPLE
PROBLEM
An international white goods company experienced stagnant growth in their core product over a long period of time, while competition increased. Management wanted to gain insight into what measures could be implemented to reverse that development.
SOLUTION
Through several in-depth interviews with different customer profiles, insight and understanding was gained into which needs and situations triggered the use of the product, as well as how it was used and incorporated into the customers' daily lives.
Based on the insights, the company developed both a new variant of the product and a new go-to-market strategy based on the specific needs and usage situations.
Brand strength
How is your brand performing and what is its strength and the position in the market?
We help determine you brand strength and position as well as monitor the development in relevant KPI's, through ad hoc measurements as well as brand trackings tailored to your needs.
EXAMPLE
PROBLEM
A cosmetics brand with a focus on natural ingredients and sustainability wants to understand its current strength and position in the market to be able to make better strategic decisions. To do this they need to determine the brand's strength and position in the market and identify relevant KPI’s that need to be monitored on an ongoing basis.
SOLUTION
The strength of the brand is established based on awareness analysis, brand image analysis, customer loyalty and market shares. Relevant KPI’s are identified and monitored going forward in quarterly awareness and image tracking surveys , monthly reports on NPS and sales figures, and ad hoc analyses when launching new products or campaigns.
The analysis shows that the brand is strong in terms of awareness and has a solid brand image within naturalness and sustainability. However, there is potential to strengthen innovation and increase market share further. Continuous tracking of the selected KPI’s will ensure that the brand can continue to develop and maintain its position in the market.
Driver analysis
What drives you customers in their choice of your brand, products, and/or services and what stands in their way?
We identify drivers and barriers in relation to your brand, products and/or services to provide clear focus areas.
EXAMPLE
PROBLEM
An investment association was looking at acquiring a Danish company and needed to understand why the customers were customers there and not at the competitors.
SOLUTION
To uncover this, an analysis was conducted based on a quantitative questionnaire in combination with in-depth interviews, among existing and former customers, to understand what drove the customers, and not least to understand what made people opt out of them.
Customer satisfaction
How satisfied are your customers and what are the critical focus areas, if any?
We measure and uncover customer satisfaction, as well as identify critical focus areas, among your actual customers.
EXAMPLE
PROBLEM
The company “ServiceX” wants to gain insight into how satisfied their customers are with their services, and at the same time identify areas where there is potential for improvement.
SOLUTION
A customer satisfaction survey is conducted among their existing customers by sending out a questionnaire via email that covers overall satisfaction, quality, response time, price and communication.
Based on the collected data, a comprehensive analysis is made that, among other things, identifies communication and response time as critical focus areas.
Based on these insights, initiatives are implemented that improve telephone and email service, as well as faster response times to customer inquiries.
Reputation
What is your reputation in the market?
We measure your reputation in the market, in general and in relevant segments, as well as in relation to your competitors.
EXAMPLE
PROBLEM
A well-established Danish food producer wants to strengthen its brand and attract more customers, but management is unsure of how the company is perceived among customers, partners and the public.
SOLUTION
A reputation study is carried out through a combination of quantitative and qualitative methodsto uncover the company's reputation among various groups of stakeholders (customers, suppliers, employees, the public), identify strengths and weaknesses in the company's image and obtain concrete input on how the company can improve its reputation.
In addition, media monitoring is being initiated to analyze mentions of the company in news media and on social media over the past year.
The results show that customers generally have a positive impression of the company, but that past food scandals still influence their perception. The same picture is drawn in the media monitoring, where the company is mainly covered neutrally, but that negative stories about food safety quickly gain a lot of attention.
The reputation study gives the company a clear picture of where they stand and where there is room for improvement – especially in relation to crisis management and communication about food safety.