Services Provided
Problem
Mondial was the best-selling motorcycle brand, but its brand loyalty was low. However, the brand had reached these points with its channel power and institutional power. The customers didn’t have a clear perception of the brand, and that made the brand have difficulty in price competition. On the other hand, it was unclear what kind of sub-brand and model strategy would be followed in the expansion areas.
Solution
Extensive field research was conducted for the brand. Ethnographic research was conducted on specific areas, and the brand’s weaknesses were identified. The product groups and sales figures were analyzed. The strengths and distinguishing elements of the brand were handled. A new life mission was determined and a brand code was created for the brand. The rules of how the model names will take place in which category have been set. In the channel strategy, it was determined how the brand would spring to life at the sales points.
Result
In the end, a brand new motto emerged for the brand. Mondial started to say “Let the Life Flow.” In the countryside, in the city, on the mountain, on the hillside… For hobby or business purposes… Mondial is now a motorcycle brand that supports people to overcome the obstacles in front of life. On the other hand, distinctive brand strategies were determined for each of the Kymco, Motovento, and CFMOTO brands.
We brought a new life and philosophy to the brand.
Let life flow!
