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MARKETING
BACKGROUND
- $70M division of a $3B global electrical & electronics manufacturer developed innovative home automation product line, but lacked clear marketing plan and faced substantial risk in launching
INITIATIVES
- Conducted in-depth market study encompassing consumer and trade research
- Recommended changes in product, positioning, naming and marketing communication approach
- Prepared go-to-market strategy and implementation plan
RESULTS
- Client averted major misstep in launching prematurely and off-target
- Product adopted by major builder/developers in pilot market (underway) with strong receptivity indicated in rollout markets
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