Find new opportunities to grow from data overload

As a player in the fast-moving mobile devices market, Hama needs to protect its existing market share and find new spaces to enhance its portfolio. Given the highly competitive nature of this sector, success means constantly analyzing emerging market trends and new technologies. Key to this intelligence gathering is monitoring competitors’ pricing, product portfolio, and promotions. However, as the mobile enhancement market is so large, with a multitude of players, start-ups, products, launches and channels, information overload was becoming a challenge. Hama asked GfK to find a structured approach to monitor the numerous developments in its main market segment, freeing it to focus on relevant intelligence to respond both proactively and reactively to maintain its market position.

From identifying potential to executing campaigns

GfK worked closely with the team at Hama to customize the gfknewrontool to its needs. That included adding new product features and filter options and offering segmentation alternatives to fine-tune the analytical capabilities.Today, Hama’s product management, sales and marketing teams use gfknewron in many ways, including identifying new sector potential, designing the best product portfolio and assortments, planning go-to-market strategies, developing sales strategies, perfecting pricing and forecasting demand. In monthly check-in sessions with Hama’s product marketing team, use cases for data analyses are discussed and the platform is used to answer current business questions.

Harnessing intelligence to protect and grow market share

Through collaboration with GfK, and especially with the gfknewron Market Tool, Hama has been able to pursue a structured approach to intelligence gathering to keep track of the many factors that influence the business. The close relationship and joint development of the gfknewron tool have been a significant benefit to the company.