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Positioning and Priority Audiences for an International Logistics Firm

PURPOSE

  • Identify desired business benefits from logistics, assess positioning of the client and other providers relative to benefits, and identify positioning opportunities, as well as priority target audiences relevant to whitespace opportunities.

APPROACH

  • Stage 1: Qualitative interviews with logistics managers in companies across markets and industries to uncover and understand desired benefits and current perceptions.
  • Stage 2: Quantitative survey with same audience across North America to measure importance of benefits, validate current positioning of the client and competing providers and identify unserved or underserved opportunities. Advanced analysis was used for segmentation and target market selection relative to identified opportunities, and for perceptual mapping relative to brand positioning opportunities. The analysis revealed an underserved growth segment that aligned with a positioning opportunity.

OUTCOMES

Research provided a clear understanding of current positioning and identified opportunities to migrate the brand to differentiate in meaningful ways among growth prospects.

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Author: Michael Dolenko

Michael Dolenko, MA, is a partner at Phase 5 and leads the Brand & Communications practice. Michael is a sought-after moderator and survey researcher for clients in financial services, retail, technology, education and publishing. He and his team focus on product and service innovation and studies that support go-to-market initiatives.