Given shifting consumer trends, intensive, albeit fragmented competition, sliding socio-political confidence and pervasive economic strain, as well as vision 2020, we were tasked with the challenge to future-proof the CTM business. CTM seeks to supercharge its retail excellence drive, supercharge its growth, embed and protect brand equity as well as grow brand desirability, preference and reference among current and future consumers.
The key challenge remained – How do we transfer the positive equity accrued as a tile destination to new categories? As such, CTM sought Black Africa Group to:
Conduct a customer segmentation analysis and understanding to help drive a better retail offering.
Accelerate growth in new and existing market segments.
Embed and protect brand equity as well as grow brand desirability.
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