Task - Portfolio Categorization

Enhance the brand experience: Make it easy for the end-customers to understand the portfolio and the benefits of each product.

Communicate the benefits in a way that connects with the values of the target segments.

Challenge

Most brands have tough challenges trying to communicate their offerings to end-customers.

The product portfolio is often too complex for most end-customers. Yet, people have less and less time to study the growing flood of alternatives.

Process

Modeling the portfolio through values and benefits matching the segments:

1. -ValueMap® -based segmentation models
   

2. -Categorization modeling
   

- Benefit presentation modeling

1. -Systematic naming models
   

Provoke is an official licensee of MBTI, the theory used behind the ValueMap® segmentation tool.

Result

Well structured segmentation, categorization, benefit presentation and naming models strengthen the brand image and

desirability. They enable the end-customer to find the right product easily.