Market and Retail Brand Positioning
The ability to target shoppers through an understanding of their attitudes and buying behaviour is crucial to the correct positioning of any product or retail brand.
FSP uses an original form of Consumer Segmentation and Market Analysis to understand how markets work and the positions within them held by potential competitors, based on shopper attitudes, behaviours and lifestages. These techniques allow retailers and manufacturers to classify shoppers in order to identify exactly where their current offering is positioned, move existing products to new positions and target products effectively to the customer from the pre-launch onwards. The analysis includes the scale and nature of opportunities and the existing, or likely, competition.
Is your brand positioned to attract your target customer? Brand positioning is a complex science, but made even more complex by many consultants! FSP uses a system that combines depth of insight with simplicity. Unlike some cluster-based systems, each segment relates intuitively to one another and gives clients results that are easy to understand.
FSP’s service extends to Brand Tracking, which provides a method of regularly verifying the market position of your brand.
Failure to position the brand correctly is one of the key reasons businesses stall. Talk to FSP to find out whether your brand is working as hard as it should.
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“The FSP research helped our understanding of the Park’s shoppers and provided information that assisted our discussions with target retailers. The bespoke reports provide key benchmark statistics and quantify the profit opportunities to retailers. They also help illustrate to landlords the scope for future growth and can formulate part of an asset management strategy.”
Mark Phelps
Letting Agent,
Wilkinson Williams