Business Challenge
A leading industrial pump manufacturer wanted to conduct a study to assess the potential for its products in Africa.
Situation
The client wanted to improve its brand equity by analysis of customer perception of its products and services, brand preferences, and how they receive information on brands (external influencer assessment).
Approach
We conducted in-depth primary and secondary research specific to the opportunities in the countries of focus. We adopted multiple research techniques including secondary/desk research and face-to-face/telephone-based interviews.
Impact
The client was able to evaluate the market attractiveness of each target country and accordingly decide on positioning its products in various countries.
