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Challenge

Digitization creates new competitors, new products and new marketing strategies in the credit market. In this highly competitive environment, Commerzbank would like to reposition its instalment loan and expand its market share.

Approach

Workshop-based approach for the development of alternative positioning. The combination of deep psychological motives with performance-oriented aspects based on Gain Creators and Pain Relievers was pivotal.

Result

A value proposition that sets a new focus, differentiates and convinces potential new customers in testing.

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Or go back to the case overview.