Tailored brand strategies take two vehicle brands to market in four months

Challenge

National Motors was introducing two new vehicle brands to the Egyptian market at the same time: BLU in light mobility and Joylong in commercial vehicles. Each brand was entering a different segment, with its own customers, purchase drivers and competitive set. Both had to be built from the ground up on a tight launch timeline.

Solution
Research defined the customer profile and buying behavior of each segment. That became the foundation for two separate brand strategies and two dedicated launch marketing plans, each built around its own audience and competitive landscape.

Approach:

• We started with market research across the light mobility and commercial vehicle segments, covering market dynamics, target customers, buying journeys and competitors.
• The research and situation analysis shaped a dedicated brand strategy for each brand: target personas, value proposition and positioning.
• We formulated a separate launch marketing plan for BLU and for Joylong, each setting out its own communication strategy, channel mix and lead generation approach.Result
• Two new vehicle brands launched in just four months
• Strong lead generation for both BLU and Joylong
• High market interest across both the light mobility and commercial vehicle segments