CASE STUDY
BASF Coatings
Developing a Customer-Centric Value Proposition To Drive Growth and Loyalty
Challenge
As one of the world’s leading surface solutions manufacturers, BASF Coatings has always maintained a strong capacity to innovate. But like the process of innovation itself BASF needed to evolve to stay competitive.
As the business looked to expand its product portfolio with a new line, Prophet was engaged to support BASF in defining a customer-centric value proposition to drive growth and loyalty amongst its B2B customers.
Solutions
BASF needed to better understand its customers and determine the right target audience for its new product launch. Prophet started by identifying the needs, priorities and motivations of BASF’s most important stakeholders to develop a range of buyer personas. The persona development phase was informed by field visits, interviews and extensive industry research.
Next, the team worked to define the ideal customer journey, covering the entire funnel from awareness to loyalty, including key touchpoints and a status quo assessment. We identified opportunities to optimize touchpoints and developed service concepts and signature solutions to help BASF further differentiate itself from competitors.
Aligned with – and answering – the needs of the prioritized target buyer personas, we developed a customer-centric value proposition.
Results
Prophet’s efforts helped BASF Coatings to develop a clear and succinct value proposition oriented at the real needs of its customers. The Glasurit 100 line was launched with a clear, focused and consistent approach and has been a game-changer for its customers, bringing an extremely tailored and unique positioning to the market.
“We were very happy to partner with Prophet at the critical stages of the project to define a core value proposition that helped guide our Glasurit 100 Line to triumph”, says Fabien Boschetti, Director, Global Marketing, BASF Automotive Refinish Coatings Solutions. “We thank Prophet for all their contributions and support in helping to make 100 Line a big success globally!”
“Glasurit 100 line is a game-changer for our customers and we were very happy to partner with Prophet at the early critical stages of the project to define a core value proposition that helped make the product line a big success globally!”
Fabien Boschetti
Director, Global Marketing, BASF Automotive Refinish Coatings Solutions
