Case stuy 5: FINANCE IS NOT THE ONLY CONCERN OF RETAILERS

About Project

Challenge

The client was one of the leading companies in personal and family health care who was facing major challenges in the Mekong Delta market from a local rival. This challenge is not only from end – consumers but also from the main gate – the retailers which are gradually devoted affection for the brand which has never been among the leading brands in any current market.

 Solution

As a project related to retailers, Gcomm decided to use the “Gcomm Brand Advisory” measuring expectations, satisfaction levels and specifically looking for business opportunities which were not met by all top brands in the market. This model allowed customers to view and compare between attitudes and actual behavior of retailers as well as visualize elements of the matrix of of satisfaction factors. Besides, this project also revealed whether finance is the main leverage of retailers’ support toward a brand or not.

Result

The model showed that retailers need more than just “financial support”; in which their most concern lied in caring attitude and cooperation in short & long term. The most interesting discovery is that retailers needed activities to help them feel “proud” of their job. Based on these findings, solutions were proposed to client in order to reduce the threat from other competitors and simultaneously bolster confidence and satisfaction of client’s partners in Southwest market.