Pinpointing the differences at the heart of mobility narratives
Case study : Mobility
Need
A French leader in the mobility sector had set its sights on a new market with growth potential, and required an international benchmark to decipher what competitors were saying and define its positioning.
Approach
The approach revolved around in-depth analysis of competitor campaigns, in order to compare them with those of the Group and identify areas of differentiation.
Impact
These findings helped define a distinctive positioning, in tune with real customer expectations, and which stands out from the competition in a fast-changing market.
Deciphering competitive dynamics, step by step
Identification of hidden opportunities
Analysis of websites and webpages dedicated to competing offers enabled to identify the dominant messages, the claims and the argumentation mechanisms, while offering detailed insight into market codes and opportunities to assert a distinctive positioning.
Understanding the differences
Careful observation of social network narratives enables to capture what makes competing audiences tick, through the channels that create engagement, the stories that hit a chord with communities, and the tones of voice that nurture proximity.
Deepdive into audiences’ perceptions
This stage focused on understanding how campaigns are perceived from the standpoint of target audiences. It highlights what rings true, what fosters support, but also what may remain unclear, off-putting or unconvincing in the eyes of future customers.
Bringing strategic shortcomings to light
Our exploration of competitors’ campaigns revealed a number of shortcomings: absent topics, under-stated arguments, values not embodied… which all need to be addressed in order to build a distinctive positioning fully in tune with market expectations.
Standing out from your competitors’ campaigns to enter (and win!) a new market means transforming a benchmark into a real strategic lever.
Bastien Boisgard
Occurrence
Positioning that makes an impression
This benchmark enabled to draw up a clear map of competitive narratives and identify the levers of differentiation. By revealing targets’ real expectations and angles that have yet to be exploited, the study proved crucial for designing more distinctive, credible communication strategies that support the leader’s ambitions on this new market.
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