In 2016, the Munich City Council approached Bloom Consulting to gain a deeper understanding of its appeal as a City Brand in the Digital world.
By using the Digital Demand - D2© software, Bloom Consulting was able to segment both the domestic, as well as the international market and compare Munich to its main competitors in order to acquire specific insight into the City’s touristic demand. This analysis also gave Munich further insight into the performance of major German competitor cities.
The research revealed a distinct behavior related to the geographical proximity of each target audience to Munich. On the base of this data, Bloom Consulting recommended a tailored market segmentation strategy which involved creating specific products and services for each target audience. This enabled Munich to optimally position themselves as a tourist destination vis-à-vis their competitors.
