Brand Positioning: Major Provider of Revision Material for Students

The client is a leader in providing high quality revision resources for medical students and professional doctors, to help support them throughout their career.

Passerieu Consulting was engaged to develop a clear, succinct and inspiring brand positioning that would act as the ‘organising intelligence’ for the company’s marketing and communication activities, both internal and external.

Key questions

• To help define the ‘essence’ of the client – what the major provider of revision material for students brand stands for and what makes it special – in order to optimise its position in the market.
• To devise a clear brand positioning that would help the client define its strategic direction, consolidate its position and expand its potential going forward.

Methodology

• We conducted desk research reviewing the client’s existing market research and marketing information, followed by a large-scale online quantitative study among the client’s customer database. Finally, we facilitated a one-day workshop with the Board, aimed at defining the vision and strategy of PasTest for the next five years.

Outcome

• This action-orientated and focused methodology helped the client to identify its strengths in this competitive market. As a result, they put together a short- and medium-term strategic plan that was a close fit with the existing positioning but was aimed at consolidating its position among its core target customers whilst expanding into new areas.