Creating a future ready positioning for a leading connected lighting solution
Organic Response is the flexible, connected lighting solution from Fagerhult Group. Being able to grow market share of the connected lighting market is essential to lighting manufacturers. Whereas the global lighting market is projected to grow at a rate of 12% annually until 2030, connected lighting is growing at a rate of 60% every 2 years. Organic Response needed a clear proposition to connect with customers across the Fagerhult Group.
Our Role
Working with 6 individual businesses within the Group, we helped to define one core value proposition to provide customers with a consistent positioning. We needed to speak to the challenges and opportunities of multiple audiences and build trust in the solution itself with proof of benefits.
The Impact
Positioned the offering within the wider Fagerhult Group portfolio of businesses to set it up for GTM success. Refined the audiences down from 9 potential segments to 3 core audiences. Produced a clear value proposition for Organic Response so each individual business in the Group can clearly communicate and benefit from the large market potential of connected lighting.
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