In 2017 a manufacturing company began a series of competitor acquisitions. Under the new company a number of existing brands were brought together with changes to brand names and identities. With such significant changes in ownership, it was important for the marketing team to understand how these acquisitions had been perceived within the industry.
250 telephone interviews were conducted globally amongst key customer groups, with questions around brand awareness, usage and preference. Questions were also asked specifically in relation to the acquisitions and the impact they were expected to have on the industry overall.
The results themselves remain confidential, but the findings have been used to shape marketing plans and to ensure that key marketing messages are being communicated across the industry. In addition, the parent company now have valuable insight into how they and their competitors are perceived. The initial phase of research took place in 2017 and has been repeated annually as the company continues to evolve.
“The findings from this research project have enable us to measure which messages have been communicated well and help us to act quickly when things are not going to plan. This project is now an integral part of our marketing plan. Thank you ACE for providing us with such useful and detailed information.”