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How can an Asian home appliance giant known for entry-level products position its new premium product line in the major European markets?

Situation:

Facing very diverse target markets and strong competition across Europe, a leading Asian home appliances conglomerate known only for entry-level products decided to launch a premium product across the continent.

Result:

globeone developed a locally adapted product line positioning, credibly guiding a brand shift from low-cost towards premium, introduced in all markets through a consistent and integrated classic and digital communication approach. All project stakeholders, including retail partners, were consistently and efficiently guided through a smooth project process that was both on time and within budget.