Cas client - Construction et lancement d’une DNVB

Construction et lancement d’une DNVB en 2ème marque pour contrer la concurrence sur un marché Européen

The entry of a new low-cost competitor has led a European premium-positioned player to launch a second “designed-to-cost” brand. The objective was twofold: to retain existing customers and to proactively target price-sensitive segments. By developing a fully digital second brand under the umbrella of the main brand, the company successfully expanded its customer base at the expense of competitors.

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Mission

  • Define and develop the second brand, covering value proposition, user experience, technology solutions, and IT infrastructure specialization and integration, from prototyping to operational implementation.

  • Execute the commercial and operational launch of the brand, including marketing action plans and performance monitoring.

Solution

-Taskforce Implementation: Recruitment of experts and definition of a roadmap within a tight execution timeframe.

-Brand Positioning: Defining the second brand’s attributes to complement the premium brand.

-Service Offering & User Experience Development: Translating brand attributes into a compelling service and digital experience.

-User Experience Prototyping & Testing: Ensuring the brand delivers on customer expectations.

-Technology Strategy & Platform Selection: Structuring the IT framework and selecting platforms (e-shop, self-care tools, conversational AI, etc.).

-Operational Implementation & Commercial Launch.

Résultat

Business objectives achieved within the first year. Successful positioning of the second brand in the market.