Helping Define the Brand Positioning for Big Green Egg Europe

Glocalities contributed to the brand positioning and new market entry strategies of Big Green Egg in various European key markets. 

Discover what we did for Big Green Egg:

BUSINESS CHALLENGE

We helped Big Green Egg Europe to:

  • Understand how to strengthen the BGE brand positioning in Europe to attract the right target audience and sales
  • Define the brand DNA to be used as a base for BGE positioning and its brand communication across agencies, time and markets
  • Define which are BGE target audiences across European markets and profile them in terms of values, lifestyle, media usage, shopping behavior
  • Prioritize the market entry and market growth of BGE in different European markets based on the estimated probability and potential size of BGE’s market entry success

GLOCALITIES SOLUTION
  • We profiled the most relevant target audiences in the BGE’s European markets based on values, lifestyle, and shopping behavior
  • Analysis of potential European markets based on a specific set of criteria
  • Crafting prioritization strategies of the European markets based on a set of fixed criteria and objective data

BUSINESS IMPACT
  • Quantification and profiling of the groups
  • Optimization of BGE’s brand positioning and target audience fit
  • Recommendations on which countries to pay particular attention to when commercializing the product

*numbers and markets were changed to protect the confidentiality of the client


Authors

Martin Schiere

Principal Marketing Strategy Consultant

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+31 20 58 98 376

Sheng Liu

Researcher

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Part of Motivaction International Holding
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