THE BRIEF
To determine client’s brand positioning vs. competitors.
To understand attitude & motivations in vehicle brands & models, customer loyalty as well as brand profile & purchase patterns.
To track specific key performance indicators.
OUR APPROACH
Using a mixed methodology (online and face-to-face CAPI interviews), a Brand Health Tracker was done to track client’s brand positioning and its KPI on a quarterly basis.
Owners of different brands and models were recruited to have a clearer understanding on brand performance (client’s brand vs competitor brands).
THE OUTPUT
Client is able to better understand their customers’ profile (vs. competitors) where if helps them to reach out to the competitors’ customers more efficiently alongside with the marcom materials tested in the survey.
Able to track their KPI (e.g., awareness, likelihood to recommend, etc.) to determine the effectiveness of marcom activities.
