As a global leader in the elevator and escalator industry, KONE provides elevators, escalators and automatic building doors, as well as solutions for maintenance and modernization, which add value to the life cycle of any building.
Client wished to conduct a study amongst the stake holders of this brand to understand awareness, drivers, barriers & perceptions of KONE which would aid them in developing Market communication strategy
MarketGenics was approached to conduct a study in this regard.
Scope of Research
Key objective of this study was to assess the overall health of the brand KONE Elevator India
In this regard, the research also covered the following
- Assess the current brand health of KONE amongst target audience
- Brand familiarity vis a vis competition
- Intention to buy / recommend in competitive context
Target audience definition & Profiling
Builders and Flat promoters engaged in developing commercial properties and residential housing projects
Building owners / Developers – Owners of Commercial establishments, Independent houses, etc.
Apartment owners associations deciding upon maintenance and contractors
Architects and Consultants
Building contractor firms
Infrastructure development companies
Facilities Operations & Maintenance department
End Users– referred to individuals who often use elevators at various property-
Public places etc.
Competition– Marketers and Brand managers from key competition brands
Rest of categories : Size and scale of business
Years of existence in the business
Years of experience in the business
For this project, team MarketGenics opted for both qualitative and quantitative methods. Target audience was divided in to the following groups
- Builders/General Constructors
- Building owners/
- Facility Managers
- Real Estate Developpers
- Housing Owners Association (Office bearers of housing society)
- Technical Consultants
- Individuals who often use elevators at various property premises
In the quantitative research, we had to take the opinions of more than 1200 respondents in the form of an online questionnaire.
We also conducted face-to-face in-depth qualitative interview with 108 respondents.
An end-to-end project, MarketGenics was involved in all aspects of this research project. Not only in the framing of questionnaire for qualitative and quantitative interviews, our field research team did a wonderful job in connecting with the right target audience, conducting the interview and getting an honest feedback.
Team MarketGenics was given a one-month’s time to complete this big project and a regular update was given to the client almost on a daily basis.
With the accumulation of data from all sources, a final research analysis report was prepared and the final findings were presented to the client.