alder case studies

Case study 01:  A look in the mirror!

Honeywell Group - Logo Testing

When Honeywell Group wanted to test the graphical elements of a new brand identity (the logo), it called Alder Research.

To test the logo, Alder Research developed a set of tools to measure its alignment with the organisation's brand fundamentals, the phonetic & mind associations as well as likely market acceptance.

Two focus group sessions (one for the employees and the other for the external publics) were facilitated by Alder Research. The results were used by the organisation to prepare for the launch of the new identity and identified issues that may emerge during the launch process.

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About Honeywell Group
Honeywell Group is one of Nigeria’s largest indigenous conglomerates.

Case study 02: Look before you leap!

Accion Microfinance Bank - Product Testing

The business development team of Accion Microfinance developed a unique socially responsible investment product that will help the Bank generate funds for its microfinance business. Before the product was launched, Alder Research was called to test the viability of the product within the Nigerian market space and among Nigerians in Diaspora.

To accomplish the above, Alder Research (working with Accion Microfinance) profiled and identified the proposed target audience for the product. A product testing programme (consisting of an online survey targeted at Nigerians at home and in the Diaspora) was developed and deployed. This survey was augmented by a series of interviews.

The product testing initiative helped the Bank identify a narrower target audience than previously defined. In addition, key issues that will affect the success of the product within the marketplace were revealed, availing Accion Microfinance the opportunity to tackle them before the actual launch of the product. The programme further identified additional benefits and features that can be built into the product.

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About Accion Microfinance Bank
Accion Microfinance Bank is a leading firm in Nigeria’s budding microfinance sub-sector.

Case study 03:  What do you think about us?

Resort International - Brand Audit

Resort International contracted Alder Consulting (an ideas, brand and strategy consulting firm) to develop its brand strategy. To serve as input into the strategy process, Alder Research was asked to conduct an initial audit of the Resort International brand.

During the audit, the perception of the brand was measured (as well as the subsidiaries and projects). The results were presented at a strategy retreat for top management.

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About Resort International
Resort International is an infrastructure development conglomerate operating in Nigeria and the West Coast of Africa.

Case study 04:  Leaving the harbour!

Nigerian Ports Authority [NPA] - Brand Audit

When NPA needed a consulting organisation to assist it in charting a new business and operational strategy, it contacted Alder Consulting. In order to develop a holistic strategy framework for NPA, a brand audit was required.

Alder Research conducted employee and customer perception studies. In addition, visits were made to 2 of the organisation’s 6 major ports and interviews of the staff and port operators were conducted. At the conclusion of the process, a report was developed which provided insight into the perception of the NPA brand and employee & customer related issues.

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About Nigerian Ports Authority
NPA is the regulatory authority within the Nigerian maritime sector. It oversees Nigeria’s ports and its marine-related concessions.

Case study 05: Ships ahoy!

Nigerian Shippers Council - Best Practice Study

Nigerian Shippers Council desired a study of best practices for the implementation of an Internal Container Depot project.

Alder Research conducted this study and advised the organisation on its supervisory role and key programmes that were required for a project of this nature. A case was also made for the need for effective communication management throughout the duration of the project.

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About Nigerian Shippers Council
The Nigerian Shippers Council is responsible for protecting the interests of Shippers within the Nigerian maritime industry.  It is supervised by the Federal Ministry of Transport.