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Branding Case Studies
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Case Study 1
A well-established virtual business service provider with an excellent reputation for delivering a premium service to companies in the greater London area was finding it increasingly difficult to attract new clients.
Although trading for 15 years no proactive approach had been taken to developing and communicating a unique brand. Whilst this had not constrained the business in the early years, increased competition now made it imperative to formalise their brand proactively.
Marketing2Business undertook a detailed study of the issue which involved:
- Complete competitor analysis including analysis of service specification, service testing, and pricing
- Client satisfaction survey including attitudes to service levels and price sensitivity testing
- Market segmentation based on required service levels and price sensitivity
Marketing2Business’ solution was to develop a brand profile based on:
- Aspects of the client’s expertise, understanding and commitment not present in competitor services
- Range of services based on three identifiable and distinct ‘service requirement’ segments (supported by a new pricing strategy)
- Marketing collateral which reflected the new brand and included website, brochure and corporate stationery.
Marketing2Business also developed a Strategic Marketing Direction strategy and 12-month rolling plan which when implemented by the client resulted in a 40% increase in profitably in the first year.
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