Product Positioning for a successful launch amongst Channels, Customers, Shoppers & Consumers

Client – Global Consumer Electronics giant
Region – Europe

Context

• Client wanted to launch a voice activated & digitally connected audio proposition in Europe. Key objective was to position the proposition for success with channels and customers

Action

• Asbiverse Group conducted secondary research to understand the category evolution, category & price landscape
• This was followed by store visits which helped Asbiverse Group understand the channel & category dynamics, competitive landscape, market gaps & store staff expectations from the category
• Focus Group discussions were conducted with the category users and non-users to understand the category drivers, shopper/ consumer need states, purchase patterns and product values in relation to various price points of acceptability

Results

The research provided the following valuable insights to the client, which acted as an input for strategizing product proposition & market operations for their connected proposition:

• Drivers of connected devices usage amongst users & barriers amongst non-users
• How the proposed product fared compared to competitor brand
• Were the key features able to create a position in shopper’s/ consumer’s mind and a competitive edge over other brands in the category
• Existing shopper/ consumer behavior and buying journey
• Winning features, designs & concepts