Big Data+ Small Data Enabled Brand Positioning
Overview
We use granular consumer insights in 360° perspective, customized persona tags, segmentation and clustering model to identify brand’s digital growth opportunities and brand gap through comprehensive brand audit online, develop consumer-centric brand strategy and precision marketing strategy with clear consumer targeting and activation plan, accelerate innovation process from 24 months to 3 months for leading FMCG brands, and deliver commercial success with precise consumer target and improved media investment efficiency.
Key features
Big Data Driven Consumer Segmentation
Segment over millions of consumers with Alibaba ecosystem into 8-12 ones with granular consumer insights around demographics, profiling, lifestyle and category needs based their real-time purchase behavioral data with clear sizing of each space to connect needs with commercial impact.
Target Identification
Assess attractiveness, brand relevance and ability to win for each consumer segment and identify the right consumer segment for targeting and develop a powerful and precise portrait that can be a foundation of positioning.
Brand Positioning Strategy
Develop a compelling brand positioning using the functional and emotional needs, strategic insight, relevant reason-to-believe (RTBs) and an attractive brand personality.