Business Challenge
A leading power generation equipment manufacturer wanted to perform a customer intelligence study, and assess the brand performance and effectiveness of marketing promotions for its Industrial Genset products.
Situation
The client wanted to assess the brand perception, key customer purchase criteria, product positioning vis-à-vis competitors, value package and effectiveness of marketing promotions through surveys with end-users.
Approach
We developed a questionnaire for doing the customer intelligence study in consultation with the client team and used a combination of telephonic and web based survey to gather information. We deployed analysts with local language expertise for achieving best results.
Impact
The client was able to revisit its strategies by obtaining insights on reasons behind purchase, buying criteria, reasons for choosing competitor brands and effectiveness of marketing promotions.
The client was able to revisit its strategies by obtaining insights on reasons behind purchase, buying criteria, reasons for choosing competitor brands and effectiveness of marketing promotions.
