Go to market Italia
The company, part of a leading European group, operates in the consumer credit sector
Define marketing and sales strategic guidelines necessary to improve the company competitiveness on the Italian consumer credit market, coherently with market trends, customer needs and competitive environment dynamics.
Market analysis finalized to a better comprehension of the main trends of consumer credit market in Italy and of the main changes within the competitive environment. Benchmarking analysis aimed at the identification of the sales strategies adopted by the competitors and current competitive positioning outline.
Current and potential customers segmentation through 1200 interviews (1.000 with C.A.T.I. method and 200 via web) carried out on a sample of users, representative of Italian population. Identification of the most attractive client-channel-product combinations, through the direct involvement of the company management.
Definition of the marketing and sales strategic guidelines (product portfolio, distribution strategy, pricing and communication policies…) necessary to achieve the desired positioning within the Italian consumer credit market.