A leading golf equipment manufacturer was preparing to reposition its brands and wanted to know the following:
| » | What are the key performance attributes of the product categories in which we compete, that drive consumer purchases? |
| » | How does the customer perceive my brand versus my competition? |
| » | Does actual product testing alter perceptions and intent? |
| » | How can I best position my brands to create a differentiated and ownable place in the market? |
| » | Product was tested among eight “anonymously sponsored” focus groups against multiple targets in national markets |
| » | Focus group participants were videotaped and feedback was provided to the equipment manufacturer to implement enhancement of product positioning |