Situation.

Two wireless companies had merged and were shrinking in market share. Forecasting indicated that the decline would continue unless the company released a new, unified brand position. Before launch, the executive team needed to evaluate which position would deliver the highest ROI.

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Insight.

First, the team needed to understand the level of perception and consideration change required to achieve the desired lift. Concentric Market® revealed that 100% convergence on perception and consideration was essential to deliver ROI for the rebranding initiative.

Question.

What message will lift sales?

  • arrowThe team used Concentric Market® to test different strategies.

Concentric Market® simulated three different perception shifts: (1) quality-focused; (2) innovation-focused; and (3) support-focused. It became clear that a rebrand focusing on support would raise perceptions among the ideal consumer segment, increase sales, and negatively impact the competition.

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Perception Shift Scenarios Tested

Perception Shift Scenarios Tested Perception Shift Scenarios Tested

 

Impact.

Wireless provider reversed market share decline, and grew from 21M to 30M subscribers.

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“Concentric shines in simulating events that have never happened in real life, such as a new competitor entering the market.”

Director, Analytics and Insight