Abstract
Our brand strategy was simple: we wanted products that meets the markets, get the most benefit out of it until we could invest in R&D. R&D was the last element that allowed us to create a product close to 100 (regarding the brand judgment).
Traveler : Our first brand. We relied heavily on this segment and product to establish ourselves rapidly in several geographical areas. We have maintained our product to 76 judgment until we were able to invest in R&D. This investment went at the perfect timing, because we were losing markets shares (the investment was also possible thanks to the 3.5 million invested by the capitalist venture). It improved our product judgment to a really good 94.
Workhorse : This product creation was a hard task. Indeed, analysis of the market study does not allow us to reach a suitable product. We were forced to confront our ideas with those of competing products to not let us pass away (it was basically our 2nd target segment). We studied the reactions of markets to competitive products and to our product. The product has undergone several modifications, it improved quarter after quarter.
