Challenger Brand for Emerging Markets
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Rapidly growing Small Medium Enterprises in emerging markets like China, India, Indonesia and Vietnam, presented a market opportunity in the value-tier business for a global premium brand.
CHALLENGE: Growing Market Share
With explosive growth in the value-tier business in data communications and telecommunications equipment growing rapidly, there was a need to determine an optimal strategy for the Motorola Solutions business in emerging markets.
SOLUTION: Identifying the Opportunity
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: Clear to Go
By creating a brand that was differentiated, credible and smart, Activiste helped Clarigo launch successfully in the competitive China market, as a springboard for other emerging markets in the Asia Pacific.