Tyre company customer profile

The Client
Large domestic company producing auto parts.

The Challenge
Emerging markets have seen increasing competition between domestic producers and global companies, and the auto parts business is no exception. MASMI’s client, in this case a domestic producer, was seeking information about their potential customer base prior to a major marketing campaign set to position the company as a competitor to better-known international brands. In the quickly-growing market for auto products and services, this domestic producer sought demographic and purchasing potential information about existing and potential customers.

The Solution
MASMI recruited 200 drivers using a random sample and selected drivers who drove domestic brand cars as well as international brands. Using a standard hall test method, these drivers were asked about their preferences in selecting the auto parts of interest to the client, their pricing expectations, and their demographic data.

The Business Result
Client received precise pricing expectations of targeted consumers, used data to set optimum price for auto parts in question, obtained information on domestic and international competitors in their price range, plus portrait of potential purchasers of their products prior to major marketing campaign.