Our work

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SOME OF OUR CLIENTS AND WORK EXAMPLES

Market-driven positioning

White goods

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.

Automotive

How can a global luxury car brand be positioned in the highly complex Indian market?

Situation:

A global luxury car brand wanted to increase its lead over aggressive competitors in the fast-growing, highly competitive Indian automotive market. Local driving habits, brand perception, purchase drivers and competition are markedly different from those in its established markets, impeding important strategic decisions.

Result:

globeone developed a highly differentiated local positioning that reflects local issues and challenges while maintaining consistency with the global brand model. The client received strategic guidance, especially with regard to the particular issue of local driving habits, as well as an evaluation of CRM data. As a result, the client’s communication approach was adjusted, increasing cost effectiveness and future sales potential.

Tourism

What is the ideal positioning of an international hotel booking portal inside the lucrative niche of Chinese premium outbound travelers?

Situation:

An international hotel booking portal aimed to develop a specific positioning for the fiercely competitive Chinese travel market, targeting a highly discerning clientele with a specific nature of booking habits.

Result:

globeone developed an optimized and locally adapted positioning, reflecting the issues and requirements of its local target group. The positioning reduces acceptance barriers among the Chinese target group while remaining aligned to the client’s global value proposition. The positioning concept laid the foundation for a comprehensive marketing strategy to increase awareness and activation.

Automotive

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

Situation:

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.

Result:

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.

Brand development

Public sector

How can a brand propel the development of a national accountancy sector in Singapore?

Situation:

A new government body in Singapore with formal oversight over the accountancy sector required an overarching brand strategy and structured visual identity that resonates with multi-dimensional stakeholders.

Result:

After an in-depth situation analysis, globeone developed a compelling brand definition comprising a mission, vision, values and market positioning for the client’s family of brands. It was complemented by a visual identity system that adopts unique but unifying visual identifiers for each brand. Its graphical characteristics promote widespread public recognition, awareness, and affinity.

Retail

How to effectively roll out a new private label range of a major wholesaler to Eastern European markets?

Situation:

Having successfully developed and launched a private label brand for office supplies in its home market, a global wholesaler decided to roll out its product range in Eastern Europe, starting with one pilot market.

Result:

globeone conducted an analysis to understand the brand’s strengths and weaknesses in order to identify an appropriate pilot market. A strategic roll-out map was developed to facilitate implementation on top management and operational levels, and brand adaptation requirements, marketing tools, and communication solutions were defined.

Digital excellence

Tourism

How can an international airline stand out in the highly competitive Indian long-haul travel market?

Situation:

Facing a highly competitive market and an increasingly internet-savvy urban customer base, an international airline decided to step up its game across digital channels in India.

Result:

globeone performed an in-depth analysis of the digital activities of relevant competitors in India across multiple channels. The resulting digital excellence review delivered strategic insights, best practices and adaptation opportunities, and served as a sound basis for realigning the overall digital strategy for the Indian market.

Automotive

How can a major global car brand become a digital leader in China’s highly competitive digital landscape?

Situation:

China’s digital landscape is highly complex and competitive, and Chinese consumers are ever more demanding. To maintain and increase its market share in China, a major global car brand wanted to develop an integrated cross-organizational approach to achieve digital and social media leadership in the industry.

Result:

globeone conducted a comprehensive qualitative and quantitative review of key competitor performance in terms of search and traffic, website and social media performance, digital CRM, and recognition of key brand values on digital channels. globeone supported in defining an overarching approach to digital excellence, addressing key challenges and defining initiatives across multiple channels. The outcome was a long-term strategic approach, including strategic recommendations and digital KPIs.

White goods

How can a digital campaign prompt customers to purchase a new washing machine at a retail outlet?

Situation:

A major global white goods player with low brand awareness but a large digital followership in Europe planned to conduct a highly sales-oriented digital campaign. The objective was to enhance sales for a new product series available only at offline points of sale, and to do so in a cost-efficient manner.

Result:

globeone developed an efficient COM campaign with digital media as its main instrument, thus making use of the client’s large digital assets. The optimized COM campaign mechanism, with a campaign page funneling all communication measures, ensures digital-to-offline-POS conversion.

Retail

How can awareness and relevance of an airport’s newly launched digital information tool be increased among affluent Chinese shoppers?

Situation:

A European airport aimed to boost sales at its airport premium stores by creating awareness for its newly developed digital information tool among Chinese travelers.

Result:

globeone helped to boost the tool’s awareness, likeability and user rates by increasing the relevance and availability of its content to the Chinese target group. In-depth market and customer insights laid a foundation for a comprehensive marketing strategy for future success.

Market research and insights

Retail

How to make brand strategy elements measurable in order to evaluate business impact of strategy adjustments and media campaign performance?

Situation:

A well-known global fashion brand strived for revitalizing its brand image from the founding days and increasingly activate younger female consumers. New brand values were defined internally and supposed to be established though an on- and offline campaign. The goal of the brand tracking was to measure the brand status and image in the different age segments to calibrate the strategy accordingly.

Result:

globeone analysed the existing brand performance measuring tools and developed a tailored concept for the brand image and campaign performance measurement. The concept contained a sequence of pre- and post-campaign consumer surveys, which inquired the key elements of new strategy. The survey was conducted by a third party provider and steered by globeone.
The resulting data was analysed in detail and benchmarked to key competitors, which resulted a positive evaluation of the business opportunities seized by the new strategy. Nevertheless, significant room for improvement and optimization, to attain the ambitious goals most efficiently, was detected. The detailed report and the strategic implications derived by globeone were reflected in the further development of the campaign in a self-similar format.

Chemical goods

How is a global chemical player’s corporate brand performing in its key growth markets?

Situation:

A global chemicals giant wanted to evaluate its brand performance against key competitors in growth markets such as Brazil, India, China, Russia, and Germany. The highly diverse nature of these markets had previously hindered identification of comparable overall results.

Result:

globeone developed and implemented an efficient global brand performance study that evaluated the client’s brand performance across BRIC markets, producing comparable and uniform results. Additional market and competitor insights were generated, enabling recommendations for global and local marketing as well as communication planning.

Tourism

How can a global travel solutions provider better understand the characteristics of the Chinese travel market and its respective consumers?

Situation:

A global online booking portal wanted to gain comprehensive insights into the Chinese travel market and its positioning compared to key competitors, in order to understand and revalidate its target group and brand positioning.

Result:

globeone analyzed major Chinese travel trends and positioning concepts of key players in the travel market. Furthermore, globeone gathered multi-dimensional customer insights and identified key purchase drivers and positioning opportunities to ensure a strong competitive advantage.

Automotive

Does a major automotive player need to adapt its communication to China’s lower tier target groups in order to position its brand with them effectively?

Situation:

The less developed markets in China, called lower tiers, are key growth markets for the automotive industry. A major automotive player wanted to better understand purchase drivers of lower-tier consumers to assess the need to adapt its communication in these markets.

Result:

globeone conducted an in-depth investigation of Chinese consumers in selected lower-tier markets to develop a guideline for our client that expresses the principles for lower-tier communication adaption.

Market entry and expansion

Retail

What strategic insights can support the decision of a global retail player to enter a major South-East Asian market?

Situation:

A major retail organization wanted to evaluate whether or not it should enter a new quickly developing market in South-East Asia. Since the retailer lacked profound first-hand experience in that new market and faced well-established local and global competitors, it needed valuable strategic insights to enable a decision.

Result:

globeone provided the client with strategic insights to support decision-making on its market-entry positioning and marketing plan in this new market. The project resulted in a substantial modification of the client’s expansion plan for the market, and supported other important corporate development decisions. The analysis also offered a blueprint for replication of the process in other markets of interest.

White goods

How can the market entry of an Asian white goods manufacturer into the European market be designed?

Situation:

An Asian white goods player, hardly active in the European market, wanted to conquer the European continent with a premium product series.

Result:

globeone assessed requirements and roadblocks, deriving concrete steps to overcome entry barriers. A market entry roadmap and “go live” strategy for different European markets were developed, including locally adapted communication approaches and the selection of appropriate local marketing execution partners.

Marketing planning

Automotive

How can a global volume car manufacturer optimize media reach and efficiency despite limited resources?

Situation:

A major global volume car manufacturer set increased media targets despite facing severe budget cuts. While heavily outspent by direct competitors, the client aimed for strong growth for the year ahead.

Result:

globeone prioritized and optimized the client’s marketing plans to improve media reach across traditional and digital channels. The optimized approach relied on identifying high-performing media and events, and rebalancing spending based on dedicated consumer insights.

Automotive

How can a global premium car manufacturer align all China-specific insights and requirements with its overall global marketing strategy?

Situation:

A major global premium car manufacturer needed to develop a state-of-the-art three-year marketing plan for its China marketing operations. The challenge was to integrate various local research projects, insights, and planning documents into its new global marketing strategy framework within a short period of time. The project was crucial in convincing global headquarters to provide sufficient flexibility and resources to fully realize the potential of this fast-growing market.

Result:

globeone conducted a review of all existing materials to evaluate the relevance and priorities for the impact on the country marketing plan. A meaningful storyline was developed and relevant parts of brand performance reviews, market outlooks, product and capacity planning, consumer insights, and media analyses extracted. Gaps were closed through pragmatic add-on research. All materials were condensed into a consistent marketing, PR, CRM, and dealer marketing plan for the period.

White goods

How can an effective communication campaign be coordinated for a major Chinese household appliances brand?

Situation:

A Chinese household appliance brand wanted to conduct a highly efficient communication campaign across several markets to launch a new product with a strong push despite budget constraints.

Result:

globeone developed an overarching communication plan, translating strategic and operational goals into concrete phases and activities. Coordinating all communication activities for content, consistency, timing, and budget across all markets ensured fully integrated communication at all times.

Corporate communications

Chemical goods

How can a global specialty chemicals brand optimize its corporate communication to boost its image as market leader?

Situation:

A global specialty chemicals brand wanted to strengthen its positioning as premium technology leader, and position its key product brands as leaders in their application fields. An additional goal was to launch a campaign to substantially boost awareness, image, and reputation, as well as to unify the logo system and strengthen the corporate identity across different business sectors.

Result:

globeone developed and rolled out a consistent global brand campaign, utilizing spill-over effects from product brands to the corporate brand and vice versa. Various corporate and business unit images were developed for print, events and digital use. Overall, the campaign succeeded in increasing the brand’s perception as unique and technology-driven, with innovative, premium products.

Chemical goods

How can a major Chemical player position itself as innovative provider to the automotive industry?

Situation:

China’s fast-growing automotive market brings enormous business opportunities for car brands and industry suppliers. The increasing demand for energy-efficient cars is leading to new technological challenges, thus intensifying cooperation between companies in the value chain. A global specialty chemicals brand seeks to benefit from this trend by positioning itself as a provider of innovative technology for both global and Chinese automotive producers.

Result:

globeone developed a process for a new strategic positioning that enabled the chemical brand to improve its image as a technology-driven solution provider to the automotive industry. New product development collaborations with previously untapped partners led to new business growth. An expanded network and ongoing project roll-out ensure a sound basis for long-term success.

Industrial goods

How can a major industrial goods manufacturer enter into dialogue with important stakeholders globally?

Situation:

A major industrial goods manufacturer wanted to increase its brand and product awareness and enter into dialogue with important stakeholders around the world, despite limited access to relevant contacts.

Result:

globeone developed and delivered global B2B positioning platforms to attract and bring together the right stakeholders. The platforms acted as strategic brand shapers that increased global brand awareness. They generated leads and cooperation opportunities with suitable partners, ensuring short and long-term business impact.

Executive support

Industrial goods

How can top executives be sustainably positioned as the voices and faces of a global industrial goods conglomerate?

Situation:

Facing a diverse group of demanding internal and external stakeholders with varying expectations and information needs, a global industrial goods company wanted to position its top executives as favorable representatives of the company and its overall vision.

Result:

Based on a thorough understanding of the company’s strategy, globeone provided the client’s top executives with a clear understanding of their roles and how they translate into a systematic activity roadmap. Stakeholder-specific messaging and annual action plans ensured consistent, targeted positioning of the top executives and thus of the company itself.