Brand / consumer alignement
The diagnosis of the clients' needs and of the internal competences suited to satisfy those needs enables us to evaluate the opportunities and weaknesses both in the reference markets and within the company.
Case history:
The positioning of a brand according to the market does not always correspond to that perceived by the Company.
In these cases strategic and operative action for the development of the brand have limited effects with loss of opportunities and waste of resources.
Dialogica's model enables us to solve these problems. A market is represented through a chart divided into four squares. Each square represents a consumption target.
In the case we are analysing a company which operates in the FMCG: the positioning perceived by the clients differs greatly from that of the Management and Sales force.
A distance between the Company and the Clients is apparent. Infact the economics had been critical for several years.
This analysis has enabled the company to achieve a realignment through strategic choices. These specific actions were undertaken:
- review of the positioning of the products
- remodelling of the product portfolio
- new communication strategies
- re engineering of the sales network
- introduction in the sales and R&D departments of new professionals
- specific training to the sales force
In three years the company has earned back the market shares and generated a profit.
