brand positioning for itsm software company case study
DESCRIPTION
Brand positioning case study for a company entering a new market. The case study outlines the context and the approach.TRANSCRIPT
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BRAND POSITIONING FOR ITSM SOFTWARE COMPANY IN A NEW MARKET
CASE STUDY
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CASE STUDY
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CLIENT OVERVIEW
COUNTRY: UK & US
INDUSTRY: IT
SECTOR: Service Management
CLIENT PROFILE: Established10years,VivantiowerethefirsttomarketintheUKwithapurposebuiltweb-based(SaaS)ITSMproduct. Wellknownwithgoodmarketshareofthemid-marketintheUK. ClientsincludePorsche,MarksandSpencer,Toshiba,RAC,NHSaswellasmanySMEs.
The work Modern Media have done has been
invaluable. They’ve created a robust brand proposition
and a really clear creative vision that resonates with
our audience. What’s more, it’s backed up with solid
research that we know we can trust.
BUSINESS SITUATION
Vivantioareanaward-winningservicedesksoftwarecompanyandanestablishedplayerformid-marketITSMproducts.Historically,Vivantiohaveonlyhadoneproductservingthemid-market,butinearly2013,anenterpriseversionwascreatedthatwouldallowthemtoextendtheirreachintothelucrativeenterprisemarket.Inaddition,theydevelopedacustomerservicefocusedproduct,networkdiscoveryproductandpartneredwithMetricustodeliverMetricusforVivantio–ahighpoweredITperformancemanagementmodulethatintegrateswithVivantio’sproductrangeandcanalsobeusedalongsidecompetitors.
CASE STUDY
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RESULT: CLEAR BRAND PROPOSITION DEFINED TO TAKE GROWTH FORWARD
BRAND POSITIONING: NEW MARKET, NEW PRODUCT
Modern Media developed a brand positioning strategy for Vivantio, an IT service management software provider. Vivantio saw their growth coming from the extension of their product range and a move into the US market. The project included in-depth interviews and extensive market and competitor analysis in order to develop a clear brand positioning to support their future growth.
MARKET GROWTH FOCUSED FIRMLY ON THE US
ForVivantio,itwaschallengingtimesastheyhadtraditionallymarketedthemselvesonthesuccessofasingleproduct.This,coupledwiththefactthattheyhadtheirsights(andfuturegrowth)setontheUSmarket,meantthattheyneededtomakeamajorshiftfromtherelianceononeproductbeingthe‘brand’,tocreatingastrong,differentiatedbrandwithaproductsuite.
IN-DEPTH INTERVIEWS WITH EXISTING US CUSTOMERS
DEEP DIVE ANALYSIS OF US MARKET
2
MARKET GAP ANALYSIS
3
PROPOSITION & MESSAGING DEVELOPMENT
4
RESULTS & DEBRIEF
5
DISCOVERY & IMPLEMENTATION PROCESS
1
CASE STUDY
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KEY HIGHLIGHTS
Fromtheexercise,itwasidentifiedthattherewasahugeopportunitytocapitaliseon‘customerservice’.Inallinterviews,thecustomerserviceattributecamethroughstronglyatallstagesinthecustomerjourney.This,coupledwiththefact‘excellentcustomerservice’isoneofVivantio’scorevaluesandtheircompetitorswerenotfocusingonthisintheircommunications,presentedahugeopportunitywithinthemarket.
Toreallyhammerthishome,thecreativeproducedforsalesenablementandwebcommunicationsfocusedoncustomersatisfaction,loyaltyandretentionrates.Itwaschosentofocusonstatisticsandhardfacts,astheresearchidentifiedthatthecustomerbase(ITdirectorsandmanagers)simplydidn’trelatetoconceptualideasorabstractstatements.
Modern Media uncovered that our customers were far
more receptive to facts and real truths. Therefore, the focus
was on bold statements supported with clear numbers and
stats to provide a strong, evidenced-based creative route.
CASE STUDY
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Modern MediaBristolandBathScienceParkDirac CrescentEmerson’sGreenBristolBS16 7FR
Phone: 0117 289 7000Email: [email protected] Twitter: @modmedialtd
ABOUT MODERN MEDIA
ModernMediaisanaward-winning B2Btechnologymarketingagencyofferingintegrateddigitalcampaigns todrivegrowth.
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We’rehonest,straightforwardandclearthinkers.Wewon’tbaffleyouwithjargonandwewon’tleadyoudownthegardenpath.
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Westartwithyourbuyersanddefineastrategythatworkswiththeirbehaviour,theirmotivationsandconcerns,andthechannelstheyengagewith.
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