Brand Differentiation and Product Offering
Case Study
Challenge
Operating in a deregulated and highly competitive electricity market, a leading electricity provider—managing several major brands—faced the challenge of standing out in a category with low intrinsic appeal. To maintain relevance and drive customer engagement, the company aimed to explore innovative product offerings that could enhance its electricity plans and resonate emotionally and functionally with customers.
Initial Findings
The company conducted a quantitative survey with 1,000 respondents to evaluate product concepts that could complement electricity services. The research uncovered:
- Consumer preferences and priorities in bundled service offerings
- Clear insights into which products best aligned with electricity plans
- Opportunities for value-added features that would enhance perceived benefits and increase customer stickiness
Actionable Insights
The research led to several critical takeaways:
- Use quantitative testing to validate product-market fit before investing in development
- Prioritize concepts that offer clear lifestyle value and emotional resonance alongside functional benefits
- Bundle offerings in a way that enhances brand appeal and reinforces the provider’s relevance in everyday life
- Innovating within a low-interest category is possible when grounded in consumer-driven insights
Outcome
Insights from the study informed key strategic actions:
- Prioritized product offerings based on likeability, uniqueness, lifestyle relevance, and purchase intent
- Allowed the marketing team to focus resources on the most promising concepts
- Launched new product bundles that enhanced electricity plans, driving both brand differentiation and customer satisfaction
- The new offerings helped the company build a forward-thinking brand identity in a saturated market
