NEW CHALLENGER IN EMERGING MARKETS

Clarigo

The value-tier in data communications and telecommunications equipment continues to grow rapidly in emerging markets like China, India, Indonesia and Vietnam. Competing with established brands, a simple and smart enterprise brand that targets high growth sectors like retail, manufacturing and security, could potentially leverage this opportunity.

 

  • SCOPE
  • RESEARCH
  • STRATEGY
  • DESIGN
  • ACTIVATION
  • INDUSTRY
  • B2B
  • INDUSTRIAL

CHALLENGE

Unfortunately, it is also increasingly commoditised with a huge number of OEM products competing on price with little regard for brand or product value. A smart, challenger brand strategy needed to be identified to capitalise on this market opportunity.

SOLUTION

Through a comprehensive regional research programme involving distributors and re-sellers, Activiste identified a unique and credible position for the new brand. The name Clarigo was created to signal simplicity, and clarity on the move. Activiste went on to create the packaging and visual merchandising for retail outlets, as well as the marketing communications and distributor materials. 

IMPACT

By creating a brand that was differentiated, credible and smart, Activiste helped Clarigo launch successfully in the competitive China market, where it continues to thrive. It has also been launched in Indonesia, and Malaysia.