ELECTRIFYING
DEVELOPMENT

E-CAR MANUFACTURER RECOGNIZES TECHNOLOGY AND SALES TRENDS

CHINESE
ELECTRIC CAR MANUFACTURER

ENTERING THE GERMAN MARKET

CHALLENGE

In China, it is one of the big players in the booming electric car market. Now the manufacturer is planning to enter Western markets – with a focus on corporate fleets. For this, the company wants to understand the trends on the customer side: what are the decisive motives of fleet managers to opt for electric cars, which topics, channels and search terms are becoming more important in this context. Since the supplier wants to position itself in particular via its battery technology, it also wants to keep an eye in real time on where competitors in the target markets are perceived with innovations in this area – and what specific technology solutions of which competitors are involved.

SOLUTION

Through its German agent, the company chooses Hase & Igel. With the Neutrum TOPIC NAVIGATOR, it identifies the most important information causes and motivations of the target group in the target markets from the analysis of all relevant search queries, media contributions and website content. For these, it uses the Neutrum AI TARGETER to analyze the media in which interested parties obtain information in the respective contexts and what they search for on Google – with a particular focus on which topics, search terms and channels will become more important in the future and which companies are mentioned in the context of innovative offers on the one hand, and who is converting their fleet to electric cars on the other. In parallel, the Innovation Monitor plugin for the AI TARGETER is set up and trained on the desired battery technologies: based on media monitoring of all target countries, the intelligent algorithms examine all posts in which competitors are mentioned in the media for innovations in this technical area. Using specialized speech recognition algorithms, relevant texts are automatically identified, the relevant companies are extracted and differentiated information on battery type, battery size, charging cycles and more is prepared – fully automatically and in real time. The AI TARGETER Stream, which has been expanded to include the Innovation Monitor, also continuously shows the most important authors and opinion leaders.

CUSTOMER BENEFIT

Even before entering the market, the company recognizes the most important motivators of its target group as well as the arguments, media environments and search terms that are not only important for addressing today, but will gain in importance especially in the future, as a basis for the marketing and sales strategy. For the key differentiator of battery technology, the manufacturer gains a differentiated real-time overview of where competitors are attacking with new developments – without having to read thousands or even tens of thousands of articles themselves. Together, the two components provide the electric car manufacturer with a near-real-time insight into its target markets at a glance, which feeds back its market entry strategy and planning like a radar and incorporates new developments. In addition, the manufacturer continuously builds up a database of relevant journalists and opinion leaders from the analyses. Successful market entry can be prepared much faster and with considerably less personnel intensity than in classic market and trend research.

INTELLIGENT ALGORITHMS IDENTIFY INNOVATIONS IN THE FIELD OF BATTERY TECHNOLOGY FROM ALL MEDIA REPORTS AND CLASSIFY THEM ACCORDING TO BATTERY TYPE, SIZE, MANUFACTURER, ETC.

EVERY ENTREPRENEUR HAS A BOSS: THE MARKET.

TAKE THE LEAD!

COMPETITORS HATE THIS TRICK

OPTIMIZATION RECOMMENDATIONS!

RELEVANCE IS A
QUESTION OF TECHNOLOGY

LEARN MORE!