The market research company GfK created a new division focused on Media & Entertainment clients and needed a portfolio of services to expand the expertise globally.
Building on the media expertise existing in some countries, we looked at all the products available, sector-specific or not, to identify which one we should retain or adapt to create a complete and coherent portfolio.
At a second stage, to categorise the business opportunities, we prioritised the products retained and grouped them into 3 categories:
- Stars: High ease of implementation/high value to clients
- Fireworks: High ease of implementation/mid- value to clients
- Black holes: high value to clients but more difficult to implement, i.e. more costly in term of resources
This new portfolio received a lot of interest from many new countries and local clients. Within a year, GfK won clients in 5 new countries.