Case 1 - A Worldwide Paper Company
Our client acquired a non-woven business and needed to integrate the two operations within its own divisions. The overall objective was to understand the values of the various brand names in the non-woven industry and to use this understanding to recommend the most appropriate brands for the merged operations of our client.
The research project comprised of focus groups with our clients' "customer facing staff". Simultaneous with this internal research we interviewed customers and prospects for non-woven materials. The "fieldwork" began with 10 in-depth interviews with carefully selected customers and then followed 200 more structured interviews to give a spread of opinion across the many sectors served by the two companies.
A new positioning, with additional sub-brands, centred around customer views and perceptions of existing brands in the marketplace.
Case 2 - An Industrial Minerals Company
Our client needed to integrate a newly acquired company into their Industrial Minerals Division. The overall objective is to understand the values of the various brand names in the UK 'heavy-side' construction industry and to use this understanding to recommend the most appropriate name for the merged operations of our client.
20 in-depth interviews with large customers followed by 500 interviews to give spread of opinion across the many sectors served by these companies.
Clear recommendations on brand positioning due to market domination by a handful of companies coupled with the importance of reputation.