Case Studies

AgriBusiness

Situation

A leading equipment manufacturer identified the need to more clearly understand its customer segments in order to create and/or sustain the strong brand relationship. This manufacturer is long established and has a stellar reputation with some segments, as well as being new to other segments. In order to deliver on the brand experience promised, the manufacturer knew they needed to educate their workforce on the differences.

Process

First, the Manufacturer provided hypotheses on the customer segment classifications based on internal conjecture and known customer behavior. Market Directions then designed a process that included a combination of depth interviews, focus groups and ethnography. This then provided the setting to bring these customers to life, further test segment hypotheses and then develop brand growth strategies and action plans.

Results

As a result of these efforts, the Manufacturer will be realigning resources across the company to focus on where the greatest potential for brand growth is. Further, it is the bedrock for message strategy development so at all customer touch points the brand is presented in the way that will resonate best.