Computer/Software

Case Study: B2B Accounting Software Company

Situation
This accounting software company is a distant second to the leading B2B accounting software brand. A new competitor was poised to enter the marketplace, leveraging strong brand equity in other software applications. The accounting software company needed to create a more focused positioning in order to defend against competitive entry.

Solution
We defined brand strengths and weaknesses relative to competition and marketplace opportunities. By researching users, non-users, competitive users and key influencers (e.g., accountants), we defined a positioning that allows the accounting software company to be seen as the premium niche player focused on the “serious” side of accounting software usage. MCAworks also conducted several case studies among leading niche brands in other markets to understand key learnings on how to build and strengthen a niche positioning. The new positioning was applied to copy development, packaging development, and product development.

Results
The accounting software company’s new positioning is estimated to achieve +6 pts in segment size gain, from 13% to 19%.

Contact AnnaMaria Turano for more information.