Conception of brand positioning and a product proposition strategy for A1, Austria's leading telecommunications company.
Situation
With revenue of over 2.5 billion euros and over 5 million customers, A1 is Austria's leading communications provider with the vision of connecting people and bringing A1 to every screen. In 2021, A1 planned to launch a new student brand for mobile products, with support needed in identifying possible distribution channels, brand positioning and product proposition. Potential USPs of the student brand were also to be identified and verified.
Approach
In a first step, icons analysed the marketing measures of 52 comparable companies by means of secondary data research and identified the most significant marketing approaches. To better assess the effectiveness of the approaches and prioritise them accordingly, they were discussed with a group of potential customers. The approaches were also reviewed in a second instance by comparison with local and international best practices.
Result
Through targeted exchange with the target group, the results of the initial research could be verified and developed further, and entirely new approaches for the brand message were developed. This resulted in concrete best practices and recommendations for positioning the student brand in the areas of brand message, marketing and sales. A1 successfully launched the new mobile brand for students in October 2021.