Launch of a new automotive brand
In a highly competitive market and in the C-segment, we helped to create a new automotive brand by analysing the appropriate target (strategic value segments) that supported communication, the message in particular, the media plan and brand positioning, identifying main differentiating attributes and consumption drivers through positioning engineering.
OBJECTIVES AND RESULTS
Identified a complete picture of the main segments generated by the market.
Analysed the value segments closest to the new vehicle.
Utilised the main lines of action for each value segment.
Pricing analysis to determine the psychological price structure through photographs and model description.
Determined the main lines of communication for the advertising agency.