What is the ideal positioning of a premium small car with status-oriented Russian customers?


Facing a fierce struggle for market share in the fast-growing Russian car market, a global premium small car brand aimed to increase its sales potential within the large group of status-oriented customers.


globeone identified positioning gaps and derived a locally optimized, market-driven product and brand positioning that reduces acceptance barriers among the target group and lays the foundation for future growth. An insight-based communication strategy was also defined to boost sales leads for the client.