Brand Positioning in the Turf Industry

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BRAND POSITIONING

IN THE TURF INDUSTRY

Capability: Market Insight Market Communication

Axiom Tools: Content Marketing Market & Predictive Analytics Digital Media

Business Objective

  • Increase market share for a sprinkler head that costs 35% more than existing heads

Strategy

  • Survey commercial turf managers to identify barriers and bridges to retrofits
  • Name, position, and message based on upgradability and time savings
  • Create a series of digital testimonial content spotlighting these things

Results

  • Top selling sprinkler head since it was launched
  • One of the most profitable SKUs for client

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