Business Challenge
A leading power generation equipment manufacturer wanted to assess the brand performance and effectiveness of marketing promotions for its excavator 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.
Approach
We developed a questionnaire in consultation with the client team and used telephone-based surveys to gather information. We deployed analysts with local language expertise to achieve the best results.
Impact
The client was able to revisit its strategies by obtaining insights on the reasons behind purchase, buying criteria, reasons for choosing competitor brands, and effectiveness of marketing promotions.
