Image and Positioning Tracking and Positioning Engineering of the mobile phone market in Brazil, Mexico, and Spain.
The client needed to know and understand in real time the image and the relative positioning of the main mobile phone brands.
From a qualitative point of view, research techniques were used to interact with consumers in their usual environment, allowing relevant insights to be discovered to reveal the image of the brands.
In a second phase we used statistical techniques to understand the brand image.
Based on the insights gained, territories and key image and positioning factors were defined, which later helped to connect with the consumer through communication.
To ensure winning solutions (in terms of communication), simulation tools were developed to simulate the brand’s positioning with each of the messages to be communicated.
OBJECTIVES AND RESULTS
Detected uncovered market niches to focus our client’s communication strategy.
Designed the communication strategy in the short and medium term and implemented the necessary changes to optimise it over time, identifying the image attributes to focus on.