SKIM took the stage with Philips Lighting on June 25th and again with Vodafone NL on June 26th to tackle very real competitive challenges at Marketing Week Live 2014 in Olympia, London.
Creating Winning Value Statements
Phillips prides itself on its energy efficient lighting solutions, but ensuring that its value statements effectively highlight ‘sustainability’ as part of its brand promise is a challenge. As an expert in creating effective claims and communication, SKIM filtered numerous potential claims and developed a robust research approach to enable Phillips to test and build its communications with input from its customers.
Robin de Rooij, Senior Research Manager from SKIM, and Harro Koot, Global Market Intelligence Manager from Philips Lighting, shared this highly interactive session where attendees learned how to develop winning claims.
If you are unable to view the slides on this page or you’d like to download the presentation file, click here to view our slides on SlideShare.
Win-Win – Give telecoms customers the freedom they want and they’ll reward you for it
In the Understand Zone, Robin de Rooij, Senior Research Manager from SKIM, joined Frank Smidt, Senior Proposition Marketer & Portal Manager at Vodafone NL, to present a joint case study on how SKIM’s market research approach enabled Vodafone NL to test the market for a big change to its fixed line offering proposition prior to launch.
Vodafone NL positions itself to be “Always Easiest”, favoring simplicity over freedom of choice for mobile data, as can be seen in its hugely successful RED mobile line-up. However, as fixed phone lines become redundant and TV services evolve, consumers are starting to demand freedom of choice over simplicity.
Vodafone designed its fixed line-up to offer consumers more freedom of choice, which conflicts with its positioning of simplicity. It needed to test its market proposition potential of offering more freedom of choice vs simplicity. The joint session highlighted how SKIM’s research approach provided Vodafone NL with a clear indication of consumer choice.
If you are unable to view the slides on this page or you’d like to download the presentation file, click here to view our slides on SlideShare.