Solutions - Brand Positioning

Messaging and Pricing Analysis for a Robotics Company

The Challenge

A US-based company that provides robotic automation technology came to Lux to better understand how to position its brand with key decision-makers in the industry. As a complex and new technology, the brand needed to understand how to inform brand positioning and messaging to optimize their brand building.

The Solution

A two-phased research approach was conducted, beginning with in-depth interviews with e-commerce executives. The interviews allowed Lux to delve into the decision-making process and uncover key motivators and barriers when choosing warehouse optimization tools, alongside understanding attitudes, perceptions, considerations, and intent towards the brand’s value proposition. These in-depth interviews also allowed us to explore which features of the brand’s value proposition resonated the most and highlight areas of opportunity.

Following the interviews, an online survey was conducted with the same audience to validate findings from the qualitative phase, including determining the key motivators and barriers towards choosing a warehouse optimization tool. This survey allowed us to quantify attitudes, perceptions, considerations, and intent towards the brand’s value proposition. Additional Van Westendorp pricing analysis allowed for us to help identify a good price range for the client.

The Outcome

At the final share-out of results with key executives, Lux led stakeholders through highlights of the insights and implications to help activate the findings with initiatives impacting brand, marketing, and operations. The company has since leveraged these insights to develop and refine its brand architecture and positioning in this dynamic marketplace.

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