Case Study 6 – Internet Services Company Repositioning

Client’s Objective:

• A leading Interactive Services company sought to reposition its core product offerings and increase the success of its member retention and acquisition efforts

Our Impact:

• M&ES provided the client and its consulting partners with unparalleled insight into a highly dynamic market, leading to a major shift in their strategy

Research Solutions:

• Market definition: Worked with the client to define key market segments, based on behavioral, demographic and psychographic profiles
• Opportunity analysis: Identified brand and product opportunities (and barriers) for the client
• Decision-making process evaluation: Determined five distinct patterns of decision-making and isolated impact points for each one
• New product exploration: Established the potential value of various new product concepts
• Marketing communications analysis: Analyzed alternative marketing messages in order to identify the most compelling statements

End Result:

• M&ES produced twelve strategic and tactical recommendations for its client, many of which are currently being executed as the company attempts to redefine its brand and better communicate with target users