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Positioning
Organizations that are customer-focused quickly recognize the benefits of having a strong positioning in the marketplace. For many, this means creating a brand – sometimes for a particular product or service, sometimes for the entire organization. In situations where a sophisticated approach to key account customer management is in place, positioning the organization to business customers is also important – at SYMMETRICS we call this 'customer stance'.
Our expertise lies in developing the content of your positioning. The © Symmetrics Positioning Process is a step-wise, disciplined approach to formulating your promise in a way that will give you competitive advantage.
See below for Positioning Case Studies.
Brand Positioning
A small healthcare organization whose flagship brand is targeted to a select group of specialists needed help. The company had achieved good success with this innovative product in the U.S. market, but found that acceptance in Canada was behind expectations. SYMMETRICS successfully completed primary research amongst hard to reach specialists that clearly identified treatment practices and product perceptions that are quite different from other markets. From this learning, we developed a compelling brand positioning, more focused key selling messages and improved physician targeting. Over the next two years, the brand went from being first choice for just 5% of specialists to being #1 in its category, despite being a significantly more expensive therapy.
Customer Stance
When helping to develop the customer stance for this U.S. managed markets team, it was clear that a better understanding of customer needs was required. SYMMETRICS designed a comprehensive study of payers that identified clearly what their priorities were and their current image of this client and their competitors. Armed with this information, SYMMETRICS led the team to develop a short list of Customer Stance alternatives that positioned the firm's offering, which SYMMETRICS in turn subjected to confirmatory research. A clear winner emerged. Senior Management was so impressed with the team's efforts that they asked them to take the lead in developing a new Corporate campaign for the entire firm.
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