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Populix partnered with Astra Financial to track and strengthen brand health for two new brands—SEVA and Moxa.
Through comprehensive Brand Health Tracking research, Populix helped position these emerging brands in the competitive financial services market, delivering actionable insights that informed marketing strategy, product development, and customer engagement.
The collaboration resulted in measurable brand awareness growth and strategic clarity on competitive positioning.
Overview
Populix served as the research partner for Astra Financial’s Brand & Digital Marketing Department, conducting Brand Health Tracking (BHT) for two new brands: SEVA and Moxa. As newly launched brands seeking to establish market presence and user adoption, Astra Financial needed data-driven insights to guide positioning, competitive strategy, and marketing planning.
Objectives
- Establish clear brand positioning for SEVA and Moxa in the financial services industry
- Understand the competitive landscape and identify key competitors
- Evaluate product usage and user satisfaction
- Assess marketing effectiveness across channels, including advertising, telemarketing, and influencer partnerships
- Provide strategic recommendations for marketing planning and brand development
Our Approach
Populix designed and executed comprehensive Brand Health Tracking research that captured multiple dimensions of brand performance. The methodology provided Astra Financial with a holistic view of their brands’ market position, competitive standing, and growth opportunities. The research approach emphasized accessibility, ensuring that insights were comprehensible to all stakeholders, including non-marketing and non-research audiences.
Key aspects of the methodology included:
- Competitive benchmarking to map industry positioning
- Product usage and satisfaction analysis
- Marketing channel effectiveness evaluation
- Telemarketing performance assessment
- Creative materials and advertising effectiveness testing
- Influencer relevance and KOL identification
Key Outcomes
- Increased Brand Awareness: Both SEVA and Moxa achieved year-over-year growth in brand awareness metrics, demonstrating successful market penetration.
- Competitive Intelligence: Identified nearest competitors and their promotional strategies, enabling Astra Financial to learn from competitor activities and differentiate its approach.
- Product Optimization: Gained insights into product usage patterns and user satisfaction, providing input for internal teams to implement product improvements.
- Telemarketing Enhancement: Evaluated telemarketing team performance, enabling refinements to work processes and systems.
- Creative Refinement: Assessed advertising materials’ effectiveness with target customers, informing creative strategy improvements.
- Influencer Strategy: Identified influencers with strong audience relevance and connection, enabling more strategic KOL selection for content creation.
Client Testimonial
“Sangat membantu dalam memposisikan produk kami di industri, dan seluruh tim dapat menjelaskan hasil research dengan komprehensif, dan membumi. Sehingga siapapun audiencenya yang termasuk bukan dari marketing atau research bisa memahami dan mengerti konteks dari yang disampaikan.”
(Translation: “Very helpful in positioning our products in the industry, and the entire team can explain research results comprehensively and in a grounded way. So that any audience, including those not from marketing or research, can understand the context of what is presented.”)
Jojo – Trijoko Agung Wibowo
Brand & Digital Marketing Department Head
Astra Financial
