Cases
Clarifying operational models to meet new market requirements
Challenge
Metso Paper Ltd, a global supplier of sustainable technology and services for the pulp and paper industries, wanted to test the significance of the differentiating features of their new product and service concept among their potential customers. Metso wanted to apply the results in the final stages of the product development. In particular, there was a need to clarify the content of future sales and marketing communications. The timeline for the project was less than six weeks.
Solution
The aspirations and requirements of a totally new customer segment were determined with the cooperation of the entire organization and comprehensive market and customer research. The research was conducted partly through face-to-face interviews and partly online. Results were analysed and reports compiled to suit internal use as well as marketing communications, all within the given timeline.
Benefits
On the basis of the project, Metso could determine its competitive advantages in a changed market situation and plan new operational manners for the paper machine business to succeed in the future. The project helped to focus business operations and the established competitive advantages were put into action through the product and service concepts as well as communications.
Implementing the differentiation strategy
Challenge
How can Pohjola differentiate from its competitors in a way that brings competitive advantage for the company? How to put the selected differentiation strategy into practice, how to manage differentiating practices and ensure continuous development?
Solution
Pohjola's potential differentiating features were identified with the top managements. Research was conducted among customers to determine the most significant issues in selecting an insurance service provider and how customers would like to acquire insurance services. The significance of the differentiating features was evaluated from the angle of the business processes. The differentiation strategy was documented and saved via an electronic tool, which facilitates implementation of the strategy and business development. Also the key performance indicators were evaluated. The type of information management required was established, as well as manners for collecting the required information. Also a model for steering competitive advantages was created to facilitate implementation of the differentiation strategy and evaluation of various scenarios.
Benefits
Knowledge of the factors driving customers' purchasing behaviour was applied in customer services as well as further development of the differentiation strategy.
Brand structure analysis
Challenge
Finnair wanted to determine customers perceive the relation between the Finnair and Finnair Leisure flights brands.
Solution
Research was conducted among the most important customer groups. Brand perceptions, customer loyalty, issues influencing purchasing behaviour as well as the market trends were analysed. In addition, the Finnair and Finnair Leisure flights brand messages to customers and delivery on promises, brand positioning and the effects of the brands on each other were analysed.
Benefits
As a result of the research, Finnair had a clear understanding of customers' opinions and experiences of both brands. Based on the research, Finnair could make a fact-based decision on its brand structure.
Strengthening customer loyalty
Challenge
Helvar is Europe's second largest manufacturer of magnetic ballasts and a significant supplier of lighting control systems. Helvar wanted to clarify its competitive situation, the status of its competitive advantages in different market areas and the general market trends. In addition, Helvar wanted to identify ways to increase customer satisfaction and loyalty.
Solution
Market research, covering both of Helvar's business divisions, was conducted in ten market areas. The results were reviewed together with Helvar management and action plans compiled for enhancing the appeal of the Helvar brand among customers.
Benefits
By knowing the most significant customer touch points and Helvar's performance in these, Helvar could allocate resources more effectively. Helvar can thus efficiently focus on actions that strengthen Helvar's competitive advantage among current and potential customers.
New business development
Challenge
As a leader in its own business area, ATA Gears manufactures customised spiral bevel gears for power transmission in the marine, vehicle and heavy engineering industries. ATA Gears wants to ensure its future success in the increasingly competitive situation.
Solution
In cooperation with BrandWorxx, a differentiation strategy was compiled for ATA Gears. An essential result of the work was the creation of a completely new business area built on a customer requirement based service concept. An extranet tool was built to support the deep cooperation of ATA Gears and its customers.
Benefits
A systematic and practical working manner has resulted in many benefits for ATA Gears:
1) during the work, a second customer-based pillar was built to support ATA Gears business success
2) The work has strengthened the ATA Gears brand as well as ATA Gears' customer relationships
3) ATA has much closer relationships with customers, enabling quicker and more efficient actions in case of changes in the operational environment and customer requirements.
4) The work has inspired the personnel and increased motivation to improve operations.
5) Stronger customer loyalty and new business opportunities increase business profits.
Compiling the differentiation strategy and implementation methods
Challenge
Greater Helsinki Promotion was established to promote the greater Helsinki area, aiming to increase the appeal of the area to foreign investments and professionals. A systematic way for compiling the differentiations strategy and its implementation was called for.
Solution
The views on the area's potential for excelling as a competence centre were gathered from among the different players within the area (Helsinki, Espoo, Vantaa, Kauniainen and the Uusimaa regional council). The strategy for differentiating from other competence centres in the world was clarified. The strategy and views and perceptions of the Helsinki area were verified through research conducted among 300 foreign enterprises. Also, the factors influencing decisions on foreign investment were studied, and ways for increasing the appeal of the Helsinki area to foreign companies analysed. A service concept for acquiring investments and professionals to the Helsinki area was created along with a detailed plan for implementing the strategy.
Benefits
Greater Helsinki Promotion had a comprehensive and detailed plan to implement the strategy for increasing the appeal of the Helsinki area. A clear strategy facilitates close cooperation with the most important players in the area to achieve a mutual goal.