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The Cayenne Group
Brand analysis and strategy
The customer
In 2002, Telegroup Caribbean, one of the most dynamic providers of telecommunication services in Central America, decided to set up a subsidiary company which would provide integrated Internet communication services. The new company - The Cayenne Group – would give its customers the chance of a unique, concise approach to the concept of e-business by combining data service providing with proficiency in online business consultancy.
The challenge
The challenge that The Cayenne Group was facing was acquiring market popularity and credibility when the only guarantor of the quality of its services was the parent company. In order to overcome these drawbacks and promote its competitive business offers - such as integrated services, guaranteed quality, a sound partner network, and flexibility regarding small and medium enterprises -, the customer asked Grapefruit to create a new service brand.
The solution
The analysis carried out by Grapefruit took into account various issues specific to the Central American Internet communication solutions market. The results that emerged, combined with the comparative study of the market position and brand advertising of the company's competitors, lead to the identification of the key elements that needed to be put across by the new brand. In order to gain an ideal status on the market, The Cayenne Group needed to come across as a major player with international experience – an image which could be provided by a market-proven network of partners and expertise. Yet, the company also needed to send out the message that its services were tailored to the local needs and that human interaction was the key component of its customer service framework.
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