Case Study – Market and Brand Positioning

Finding the most effective market niche for the brand

Issue

To identify the target market within the UK for a European retailer. The analysis needed to work within the context of the retailer’s existing brand image and positioning, whilst taking account of the competitive UK environment.

Solution

The first task was for FSP to gain a full understanding of the client’s present brand image and market position amongst its existing customers.

The appropriate market segments were identified using the findings of this investigation.

FSP specified the key drivers for the selected market.

Results

Within just two years the retailer’s performance was transformed from an annual trading loss of £10m to a profit of £7m.

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