A two decade old manufacturer of food processing plants realized the need of increasing the brand awareness to compete major two players in the market. The company approached IKON to develop a brand strategy and provide implementation support to achieve the desired goal.
Approach & Recommendations
Working closely with the client’s team, the brand consultants at IKON conducted a number of interviews with customers and influencers. Using gathered data and a powerful analytical approach to create a brand perceptual map, the team developed a clear insight for customer’s perception about client’s and competing brands, core elements driving their purchase decisions and how brand promise has been delivered to them.
The research revealed an important insight - the plant buyers want full support throughout the life cycle of the plant that includes technical consulting, hassle free installation and easy operating procedures. Moreover, the team had identified two major weaknesses of key competitors such as - much higher cost of possession and complex plant operation of foreign player and low service standards of the local player.
Using the gained insight, the team clearly defined the value proposition and developed a brand strategy, including a brand positioning statement with a new tag line, recommendation of new visual identity and communication plan. Further, guided the inclusion of brand visuals across all the touch points and decision support for selecting creative and media plan presented by the agency.
Within a year of strategy implementation, the company realized increased brand recall in the market. This resulted in more leads and conversion rate. With the new positioning, the company successfully won the high value contract from Nigeria and other south eastern countries by beating the competitors.
Note: We are committed to clients' confidentiality. So their names have not been disclosed, but the results are real.