An international manufacturer of paints commissioned Cedura to analyse the potential for differentiation. To determine the position of the company and its competitors in three important markets, Cedura first conducted a brand funnel.
With the help of telephone interviews, both customers and non-customers of the company were asked about brand awareness and their buying processes. In particular, the “bounce moments” were of interest for the study. A benchmark was also carried out to be able to show the strengths and weaknesses of the company in comparison to the competition.
The company received an overall view of its positioning in the market and differentiation opportunities per brand funnel stage.
With the help of the results, the paint manufacturer can now differentiate its range of products and services even better and align its company according to the requirements of the market.