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Designing intelligence for product positioning and maximum market share, EC Powiśle, Warsaw

The Challenge 

A new mixed-use scheme planned in an increasingly saturated market had to set the right foundations for its positioning, product, and brand ahead of construction and the start of the communication and placemaking process. 

The Solution

The Toolbox Marketing team was engaged to manage the intelligence-gathering project that would seek to understand the catchment in more detail than demographics and to spot trading gaps and most profitable positioning for EC Powiśle

We worked with two different research companies on designing an intelligence and consumer forensics project involving: 

  • catchment analysis and definition
  • trading potential, modeling, and gap analysis
  • value, income, and market share estimates
  • customer profiling combining demographics with lifestyle data
  • tenant mix recommendations    

We managed the full process with the companies, together with our own insight and analysis, to deliver qualitative and quantitative intelligence which has enabled the owner and developer to design the product and will be used for future branding and product development.  

The Outcome

The foundations laid by the intelligence project have allowed the owner and investor to plan and develop the product for the strongest position in the crowded market, both physically (space planning, flow, services) and in terms of tenant mix and experiences.  The in-house team has then been able to deliver the vision from this important strategic direction.