Global Problem Solvers

Ensuring promotion success before investing the first dollar

gpsadmin — Thu, 02 Dec 2010 00:13:40 +0000

Like other successful companies, this packaged goods marketer relied on “tried and true” promotions without any real analysis. Developed a company-wide survey to establish department needs. Restructured promotion department for first time with clear objectives, responsibilities and training. Pretested promotions with all stakeholders.

Business Result: New promotion programs increased sales while realizing multi-million dollar savings.

Restructuring sacred cows to ensure ROI on consumer promotions

gpsadmin — Thu, 02 Dec 2010 00:12:56 +0000

The sales force for this leading food marketer was a big supporter of major sports tie-ins for their consumer promotions. However, analysis proved that there was little return on investment for past promotions. Restructuring the elements of the promotion maintained the impact of the sponsorship while delivering increased sales.

Business Result: Greater profitability resulting from a better strategic approach.

Activating a corporate sports sponsorship

gpsadmin — Thu, 02 Dec 2010 00:12:07 +0000

This B2C and B2B electronics manufacturer invested millions in major golf sponsorships but was concerned about successfully connecting this investment with their brand. We analyzed and aligned the emotional benefits for professional golfers and electronics users in a new strategic positioning that fit under the overall brand umbrella.

Business Result: The corporate sports sponsorship was considered to be an important part of the marketing mix and was renewed for another cycle.

Rebranding acquired companies around the world

gpsadmin — Thu, 02 Dec 2010 00:11:05 +0000

Nothing says you’ve been acquired quite like a change of the name on your building. And how the acquiring company handles this reflects on their brand and reputation with a significant impact on employee engagement – and customers. Delays and inconsistencies in branding reveal much about the acquirer. In the largest acquisition in our company’s history, we selected a global supplier and set firm deadlines with careful communication in advance to the affected employees.

Business Result: With one exception where local managers prevailed in using a local supplier, all rebranding was accomplished on-time and on-budget which contributed to a smoother integration of the new employees.

Defeating a dominant technology

gpsadmin — Thu, 02 Dec 2010 00:09:39 +0000

Plasma technology was the first and dominant entry into the large size, flat panel TV market. This electronics manufacturer wanted to introduce an alternate technology that had advantages but was not ready to compete on size. We identified the key psychographic profile beyond simply early adopters and positioned the product as the smart choice in this highly competitive segment.

Business Result: Highly successful launch achieved leadership in unit sales for flat screens and a strong base for future introduction of larger screen models.

Leveraging brand strengths into meaningful line extensions

gpsadmin — Thu, 02 Dec 2010 00:08:47 +0000

Line extensions were the lifeblood of this global snack food manufacturer to protect shelf space and keep brands vital. However, many past extensions were just different flavors instead of viable extensions of brand equity. The solution was mined from research revealing key consumer behavior regarding how the product was consumed.

Business Result: Most successful line extension in company’s history at that point.

Creating a truly global advertising campaign

gpsadmin — Thu, 02 Dec 2010 00:06:41 +0000

This global industrial giant had different campaigns and agencies in its key regions. The key step was to establish a framework for the regions to work together and the establishment of a common objective.

Business Result: Overall improvement in brand awareness and desired image attributes while unifying its campaign for the first time.

Launching a new luxury product late to the market

gpsadmin — Thu, 02 Dec 2010 00:05:26 +0000

Nearly all international airlines had already launched an upgraded business class service with more comfortable seating. Not only was our client late to the market, they also suffered from a poor reputation. Our research indicated there was little to distinguish their offer with the exception of their cuisine and the idea that your trip could begin the moment you boarded.

Business Result: Business class was immediately sold out for all flights; additional departure cities added in the U.S.

Overcoming misperceptions

gpsadmin — Thu, 02 Dec 2010 00:03:29 +0000

Travel to this overseas destination was seen as undesirable due to distance, cost and local conditions. However, we separated the travel audience into two groups: sightseers and experiencers. For the experiencer group, the promise of a trip that would change the way you looked at the world overcame any misperceptions.

Business Result: Visits increase dramatically each year for at least 5 years.

Convincing consumers to try new technology that changed the way people used the product

gpsadmin — Mon, 29 Nov 2010 02:33:01 +0000

This automaker wanted to pioneer the launch of hybrid technology in America. Reams of
research suggested there were two possible positionings: technology or ecology. But our
insights proved that the answer resided in a hybrid positioning and an airtight target audience
analysis.

Business Result: successful launch which surpassed objectives, became the best-selling hybrid in America and provided a platform for the vehicle to be one of the best-selling cars overall.