CASE STUDY: 'Choosing to turn left' for Colt by EMC
The European SME market is one of the key strategic markets for Colt. But, research consistently demonstrated that awareness of Colt among this target audience was low. From a sales and marketing perspective the challenge was to increase the number and quality of leads.
To achieve this Colt's products had to be easy to purchase and easy to understand. This meant aggressively simplifying the product portfolio in terms of price and configuration.