Approach:

The first undestanding needed was in terms of the diverse categories, and where KIA stood in terms of key performance indicators in the Purchase funnel, for each of them.  
Using Relevance TAGS® methodology, it was then revealed how the consumers in each segment perceived the brand KIA and each of its models. We also looked into the emotional attributes associated with the KIA brand and how it was different from its competitors, and where there was a need to improve, change or completely do away with. A deeper investigation of the consumer needs for each segment also unearthed the key expectations that KIA was unable to fulfil vis-a-vis its major rivals and a clear pathway was carved out to overcome these deficits. It was also investigated how each model was contributing to the overall brand image of KIA and which associations were eroding the brand’s values at a global level. 
Finally, differences across the markets were considered while recommending a positioning strategy that improves the overall brand’s appeal, without jeopardising its local strength in individual markets. 
This project led to a second comprehensive study of similar nature, for the Tier 2 countries of Europe and selective Asian markets.