Understanding trends and anticipating consumer needs is our way of providing you with the key to success.
Global trends, such as digitalisation or sustainability, impact consumers all over the world and slightly differently in each country, resulting in constant change of consumer behaviour. Our main objective is to help you identify these changes at an early stage, getting insights into the consumer’s mind, and enabling you to develop sustainable solutions for a successful future.
By delivering individually tailored qualitative research and merging it with quantitative data, we provide an efficient and effective approach. This approach will be adjusted and specifically detailed together with you, creating a foundation for you to build a successful future on.
From product orientation to customer orientation – an international market and customer analysis for a German car manufacturer.
Identify current and anticipate future customer segments and requirements regarding brand, product, commerce and service.
PROGENIUM conceptualised and conducted an international market and customer analysis in the B2B sector. We developed a dual stream approach consisting of a quantitative research stream and an individually tailored qualitative stream. The streams were interlinked and enriched with trend analyses, statistical data and forecasts to create a holistic understanding of the customers today and in the future.
The quantitative stream was steered by us, conducted by a market research company, the qualitative stream was conducted fully by our experts. In total we held individual expert talks with >1000 representatives of the customer groups and >250 experts in the industry. All inputs were integrated into a defined structure to create and cluster specific customer profiles from different commercial sectors. For each customer cluster we derived overarching requirements and future trends.
This led to a ground breaking change in mindset – from product focus to consumer orientation. To ensure key stakeholders and the organisation fully grasp this, we did not just simply present results, but we set up an event to present them. For this we invited representatives of customer segments and industry experts, delivering the results in a more tangible way, through the eyes of their customer.
The implementation led to clear and quantified customer segmentation and a detailed description of the customer groups and their requirements.
Presenting the results in the scope of an event and providing video documentations for each customer segment helped to create a better understanding within our client's organisation. It was much more than just paper, and so we enabled the shift of mind from product to customer orientation.
Our project findings could be incorporated in further market cultivation and act as a concrete basis for the new development of the product and service portfolio.
Developing consumer-oriented and viable products, services and business models is the key to achieving a competitive advantage.
Today major drivers for business innovation are globalisation and digitalisation. Therefore today's consumers request personalised, “always on” solutions that match their specific local requirements but are also globally viable and compatible - making market intelligence and a customer-centric approach crucial for business innovation.
We fully identify ourselves with your unique situation and jointly develop fresh ideas and approaches for innovative and consumer-oriented concepts.
And consumer-orientation is not only about designing products and services, but can be reflected in developing high-performance organisations, designing more efficient processes and IT systems or effectively changing communication guidelines.
So when it comes to profitable innovation, we are the ideal partner for you because we do more than "just paper”: we develop feasible and emotionally tangible solutions for your organisation, and this is the key to success.
"thinking out of the box” – design and implementation of a cross-company innovation process
Identifying and evaluating innovative customer-oriented products, services and/or operating processes for both a leading auto manufacturer and logistics multinational.
In the initial project phase and in collaboration with both companies, we determined a total of three future scenarios, from which we derived relevant fields for analysis and innovation. For each of these scenarios a cross-company project team with experts from various departments was formed. The ensuing innovation workshops generated common ideas which were discussed in depth as well as evaluated and prioritised qualitatively according to defined criteria. Following this the teams analysed the selected ideas and measures in terms of their benefit and expenditure and then planned the next concrete steps for further evaluation and implementation (analysis, business case, concept, testing, and piloting). Our key role was to steer the overall process, as well as providing the tools to facilitate innovation workshops, comparable business cases and evaluations of project ideas.
During the nine-month project the expert teams generated 150 relevant ideas in the defined scenarios and subject areas. Of these, 24 ideas were selected for further assessment and implementation. On top this collaboration significantly increased mutual understanding of each other’s business models and the resulting requirements on both sides since 50 experts from both companies worked jointly on this project.
Enabling you to develop a unique positioning in the market for future growth and profit.
Based on consumer insights, competitor intelligence, trends and your core competences, we jointly develop a suitable and profitable differentiation for your specific brand in your specific market.
In saturated as well as emerging markets, a clear differentiation is the core of future success and it has to be built on unique products, outstanding services and a strong relationship to your customers as well as your employees - your strongest brand ambassadors.
Our specific GENIUS DIFFERENTIATION APPROACH will help you to fully leverage the growth potential regarding volume as well as profitability.
A long-term approach leads to success – conceptualising and implementing a global strategy to strengthen the brand and the markets.
Developing a differentiated brand strategy for an auto manufacturer with the goal of measurably and sustainably increasing the sales volume and profitability.
The first step was to develop independent strategic guiding principles in collaboration with the client (vision, mission, core brand, brand values, brand promise, and customer benefits). We prepared an in-depth analysis, both quantitative and qualitative. Our sources included, among others, 150 respective interviews with customers and company employees. The second step was to calculate a detailed business case defining which measures and what expenditures achieve which objectives of the new brand strategy. Together with the relevant company divisions, we defined 15 spheres of activity with a total of 130 market-specific measures. After approval for the overall budget from the board of the brand and the board of the automotive group, we set up a holistic monitoring process in collaboration with each market to ensure the objectives were achieved. For this we defined stoppage points, exit scenarios and investment plans within the countries. PROGENIUM accompanied the project over its entire duration of 5 years.
Over the course of those five years 80 million euros were invested in the program. This resulted in an increase in sales by over 30,000 additional units. By focusing on strengthening the brand and its markets, we were also able to gain acceptance for higher prices in the 15 targeted countries. The resulting amount accumulated to approx. 250 million euros additional profit during that time. This equates to a factor of more than three for the invested budget.
Facilitating change throughout your organisation, your processes and systems to bring innovation to life.
With entrepreneurial thinking we initiate change processes and put them into practice for your sustainable success. Pioneering strategies and trail-blazing concepts mean big changes: outwardly and inwardly. Especially for all the people working for your company, who implement, absorb and live these changes on a daily basis.
We support you and your employees during the actual execution of these strategies on the path to innovative transformation. This turns strategy into action.
Together with and for the client – transforming the organisational structure.
Conceptualising and implementing a market- and customer-oriented organisational structure for a leading company in the mobility sector.
Following an in-depth internal and external analysis, the experts at PROGENIUM and the client first conceptualised the future organisational structure reflecting the strategic direction and most efficient processes, keeping the requirements of customers in focus. To ensure maximum buy-in, all relevant stakeholders were involved in the development. In the second phase the new structures were established and, in collaboration with employees on all levels, new areas of responsibility, detailed processes and especially the operational teamwork were agreed upon in detail. Finally the transition took place, tightly integrating all employees into the project: keeping them informed via efficient communication accompanying all relevant actions, involving them in key measures and decisions whilst keeping the momentum going and moving forward.
The whole organisational change took place over 20 months, from first strategy talks at the headquarter to full operational implementation at the front desks for customers. The complete organisation was restructured, focusing on challenges of the present and the future by putting the core of the business first and efficiently tailoring it around customers and their requirements.