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Client: Sony Europe
Project: Brand Audit - Sony BRAVIA
Brief: A Clear Picture
Visual Thinking was recently engaged by the Sony BRAVIA team to conduct a comprehensive European VM insight activity. Over a six-week period our consultants visited 8 EU countries and 70+ TV outlets, sampling a selection of Sony Centre outlets and stores from leading electrical specialists in each national market.
Solution: The Brand in Focus
The objective was to see how effectively the Sony BRAVIA product range was presented instore. Importantly, we also set out to gain valuable feedback and fresh ideas from the retailers about their merchandising issues and needs, and what VM support activities and tools they would like in future.
The research was completed in local languages, using a variety of data gathering techniques including; staff discussion sessions, staff questionnaires and detailed store photography etc. Not long after starting, our team was quickly switched on to the issues. To share the information throughout the business, we presented a series of thought-provoking and revealing feedback sessions.
Following this, there is clarity and agreement on the status of brand delivery across the region and within the key retail outlets. As a result, Sony Europe can plan more appropriate and effective VM communication tools and retail support activities in the future to raise standards of product presentation and maximum success for the brand.
