Developing a brand positioning statement for a leading laboratory chain in Middle East
The client is a leading laboratory chain in Middle East, as a part of their rebranding exercise they want to arrive at a strategical positioning statement for their laboratory service.
- Understand the Current Market Perception
- Analyze the Competitive Landscape
- Determine Target Audience Needs and Preferences
- Evaluate Brand Assets and Capabilities
- Assess Potential Market Opportunities
- Understand the Role of Branding in Decision Making
- Identify Key Messages and Communication Channels
- Evaluate Cultural and Regional Nuances
- Test Potential Positioning Statements
- Develop a Strategic Implementation Plan
Online Survey: An online survey with structured questionnaires was conducted to gather perceptions from various stakeholders.
Desk Research: Insights were gathered from published information and from the client’s database.
Deep Dives into Preferences: In-depth interviews, conjoint analysis, and cultural sensitivity workshops were held to understand the target audience’s needs, preferences, and regional nuances.
Message and Positioning Testing: A/B testing, iterative feedback loops, and online surveys were utilized to refine and finalize positioning statements and key messages.
Strategic Planning: Stakeholder workshops were organized and project management tools were used to develop and implement the roadmap for the rebranding initiative.