Case Study: Message Development
Brief:
Client had numerous exciting products and services that were being launched to an entirely new market. The task for Ardent was to position the offerings in a relevant way for the new markets.
Challenges:
The complexity of forging agreements between competing internal stakeholders. Each product had an entirely distinct personality, brand and proposition.
Solution:
Ardent mapped the products to each market segment based on analysis of the client’s research. Ardent designed and facilitated a positioning workshop with market experts to craft compelling messages per product per market.
Results:
The workshop resulted in identification of the value propositions for each segment and messages were created for each product group, enabling a targeted sales and marketing approach.