Strategic, Branding, Design, Digital
Launch a strategically significant, next generation flow measurement product into a conservative Oils and Gas market, bearing in mind that the predecessor only had single-digit market share.
We had an inkling that the market leader was acting arrogantly because they felt they had a monopoly for this application in the Oil and Gas market. So we recommended that ABB validated this view and ensure we turned gut feeling into facts.
Insight drives everything we do. Our customer research succeeded in uncovering the fact that the majority felt that the market leader was acting arrogantly because they felt they had a monopoly for this application in the Oil and Gas market. So we developed a value proposition to exploit this insight, positioning ABB’s Coriolis offering as a ‘Happier alternative’. Everything ABB said and did around this product and launch was ‘happier’ and ‘alternative’ in some way!