Case study

Finding a Differentiated Bank Position Across Multiple Emerging Markets

Client/Situation

Our client wanted to develop a unique value proposition for the bank’s commercial business in emerging markets. They asked Phoenix Marketing International to conduct research to determine the structure of the current marketplace in those emerging markets, use of current providers and products/services, business needs, attributes sought in products and providers, and provider selection criteria. Finally, they wanted to test reactions to differentiated positioning for the bank in each emerging market.

Approach/Solution
Despite the difficulties associated with conducting research in these markets (e.g., cultural differences, variable technology consistency, privacy and security concerns), to produce quantitatively sound research we opted to conduct telephone interviews, despite the amount of information which needed to be covered.

Using diligent recruiters and experienced, senior interviewers, we succeeded in completing 15 to 20 minute long interviews with CFOs and other senior management responsible for selecting their financial services providers.

Results

The research allowed our client to establish a viable positioning that supported its across market growth, while retaining its local relevance.

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