Rising Issue: Known for their middle-to-low-tier smartphones, our client faces challenges in breaking into the premium market. Despite previous efforts, their first-tier product has struggled to gain traction. Our client needs to overcome the perception associated with low-end devices and introduce their new high-end smartphones successfully.
Collaboration Objective: The goal of this collaboration is to delve into the considerations of premium smartphone users. By comprehensively understanding their preferences, we aim to tailor the offerings and features of the client’s latest first-tier smartphone to ensure its success in the market.
What We Do: Throughout the collaboration process, we conducted thorough market research focused on specific smartphone user segments. By uncovering concerns, desires, and considerations related to premium smartphones, we gathered valuable insights. We then carried out concept testing and adjusted our recommendations based on our findings to optimize the success of the client’s new first-tier smartphone.
Strategic Impact: That year, our client successfully launched their new first-tier smartphone by implementing a strategy that included collaboration with prominent influencers in Indonesia. This initiative helped the brand become one of the best-selling smartphones of the year, marking a significant achievement.
