Our client needed to launch a new car into the Mexican market with the ideal product configurations. We set out to get a deep understanding of the C–segment customers, purchase intenders and sales processes, to set a customer-centered launching strategy and product configuration for the KIA Forte Sedan in Mexico.
We designed and developed a new launching communication strategy throughout the whole service ecosystem and set out to include an ideal product configuration and pricing strategy, making the new car more suited for a wider range of clients.
Main objectives:
- To define C-segment customer profiles from their needs, desires, key buying factors, product life cycle, and attitudes.
- Overall market diagnosis based on customer and market trends and competition benchmark: Product, sales and brand.
- To evaluate and understand Forte BD, and Forte BD vs YD in the customer ́s point of view In order to define the communications and configuration.
- Strategic guidelines for launching strategy: Communication and product configuration to meet the customer ́s emotional and practical needs and wants
IDEAL PRODUCT CONFIGURATION
CAR CLINICS
CO-CREATION WITH CLIENTS
Andres Ortega 