Initial situation
European Cargo Services (ECS) is an established international air freight company based in Finland. Despite a solid service portfolio and long-standing market presence, ECS lacked clear differentiation from its competitors. The challenge was to highlight the company’s strengths and develop a positioning that appeals to both existing and potential customers.
Our approach
Together with ECS, we implemented a structured process to develop a differentiated market positioning:
Market analysis: Examining ECS’s current market position and analyzing the competitive landscape to identify differentiation opportunities.
Customer needs: Conducting interviews and surveys with existing and potential customers to understand their needs and expectations.
Positioning strategy: Developing a clear positioning strategy that emphasizes ECS’s strengths and enables clear differentiation in the market.
Communications plan: Creating a communications plan that effectively communicates the new positioning to target audiences.
Results
Through this collaboration, ECS has achieved the following successes:
Clear differentiation: ECS now positions itself as a flexible and reliable partner in the international air freight market, understanding and meeting individual customer needs.
Increased customer loyalty: The new positioning has led to stronger customer loyalty, as customers value ECS’s customized solutions and personalized service.
Growth impetus: This clear differentiation has enabled ECS to enter new market segments and expand its business.
