Portfolio Innovation Case

 

Experian is a global information services company. The core of Experian’s business is information from several comprehensive databases of credit and marketing data on consumers and businesses. Their services help customers to make financial and purchasing decisions with greater confidence and control.

Objective
A clear and consistent positioning strategy was required, as Experian Business Strategies was going through a period of substantial growth in terms of turnover, number of products & services offered and geographic markets covered.
The objective of the new product portfolio was to communicate the offering to customers in a simple and transparent manner

Participants

• Managers from different European regions
• Marketing representatives from the headquarters
  

Process

• Identifying the internal and external objectives of the new portfolio
• Interviews with 20 customers in 4 different countries to map customer needs
• Design of a Portfolio Framework based on customer needs
• Identifying customer needs in each cell of the Portfolio Framework
  
• Determining the new positioning strategy
• Formulating the propositions for various vertical market segments
• Developing a sales method based on the new portfolio

This project originally started as a Dutch initiative, but ended up being a part of the global strategy of Experian Business Strategies. A successful joint effort by all regional managers resulted in a robust model that can be applied internationally.
The portfolio is the basis for a new positioning of the company marketing and sales methods. Finally the company can explain its services, added value, and unique selling points to customers in a simple and clear way.

Results

• A clear and consistent positioning on the market
• A consistent, customer-driven product portfolio
• A new sales method promoting cross-selling
• Enthusiasm, motivation, and commitment in an international team

Quote
“The professionals of SunIdee are focused and result orientated: thanks to their determination we managed to make this international project a big success. Our new product portfolio improved our market strategy & position and increased turn-over through cross-selling techniques.”

Global director Customer insight, Experian Business Strategies