Tucano International brand perception

STARTING GOALS:

The brand, which has always been ahead of its time and marked by a history of innovation, wanted a general screening of consumer perception and penetration of its brand in digital channels.

MARKET RESEARCH AND ACTIONABLE INSIGHTS

La
Market X-Ray
therefore prompted us to discover:

• How much the term “Tucano” represented in consumers’ minds their brand rather than the animal or other brands with the same name;
• What products were most commonly associated with the Tucano brand, whether backpacks, covers, or bags;
• What Tucano’s reputation was on social media, how visible the brand was, and what the most common topics were. In this case, we also identified a number of problems related to some products with defects, which users had reported on social media and had never reached the ears of the brand.
• What were the trends related to the brand’s product types, such as travel bags, covers, etc.?
• The most talked-about innovations and startups in the field of notebook and smartphone covers;
• Who the main competitors were and what strategies they currently deploy to reach customers.

RESULTS OBTAINED ON BRAND PERCEPTION

In particular, what struck the customer was to discover how in countries not manned by the brand there was equally considerable interest in the products.

In addition, from the results obtained, the marketing team derived ideas for enhancing screening and operational digital marketing activities.