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Reaching out to consumers through education.
Vantage Mobility Incorporated is a national manufacturer and distributor of mobility equipment. Having been in business for over 15 years, the company has witnessed both growth and consolidation in the market. VMI's long-term objective is to be the number one provider in the mobility industry.
VMI built its brand by developing strong dealer relationships. In 2005, challenged with an increasingly competitive environment, VMI decided to embark on a research project to define the company's current brand status, determine its target audience, identify strengths and weaknesses of VMI and its products, and understand consumer purchase behavior and motivation.
A quantitative study was designed and fielded in addition to a qualitative component. One key finding emerged: The consumer depends on the dealer for nearly all product information. VMI recognized the opportunity to take a leadership position in providing category information, tools and resources, consumer forums and education. The belief is that by providing consumers with information and resources as well as a top product, VMI will build brand loyalty.
Visit VMI at www.vantagemobility.com
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