May 28, 2021
"It is all I can do to get them presentable and clean in the morning.
The brand team was stumped as to how the competition could do so well and so fast.
Cimigo conducted a comparative review of the two competing brands’ key activities over time correlated with media weights, sales data and brand tracking measures allowing us to reverse-engineer and decode the communications strategy of the competition. This strategy was also placed into the context of the challenger’s portfolio strategy.
Identifying the building blocks of the challenger’s success refreshed the brand team’s sense of competitiveness. These building blocks helped them identify the barriers that their brand was facing and empowered them to address these barriers by making better choices in their own marketing plans.
Chad Ovel - Partner
Private English Language Schools - Chief Executive Officer
Rick Reid - Creative Director
Janine Katzberg - Projects Director
Anya Nipper - Project Coordination Director
Dr. Jean-Marcel Guillon - Chief Executive Officer
Joyce - Pricing Manager
Matt Thwaites - Commercial Director
Aashish Kapoor - Head of Marketing
Kelly Vo - Founder & Host
Thanyachat Auttanukune - Board of Management
Hamish Glendinning - Business Lead
Thuy Le - Consumer Insight Manager
Richard Willis - Director
Ha Dinh - Project Lead
Geert Heestermans - Marketing Director
Vo Thi Thuy Ha - Commercial Effectiveness
Louise Knox - Consumer Technical Insights
Aimee Shear - Senior Research Executive
Dennis Kurnia - Head of Consumer Insights
Tania Desela - Senior Product Manager
Thu Phung - CTI Manager
Linda Yeoh - CMI Manager