When planning to bring a new brand of power tools to the market, the client faced many questions the key one of which was the question of choosing the right brand positioning strategy.
In the modern world, with an abundance and variety of brands, the traditional ways of promotion cease to work, so inevitably there is a need to search for new opportunities of brand development.
How to understand what drives buyers and how they make their choice? Where is the white space for a new player to enter the market?
Find a solution using well-known research tools such as Customer Journey Map using the Jobs To Be Done (JTBD) methodology.
The structure of the marketing research included the following blocks:
- Customer Journey: the place, frequency, buying purposes, choice factors and selection criteria of tools, agents of influence on the buying decision.
- The knowledge and perception of the brands of hand and power tools. Which objections / concerns do the consumers have relating to the use of these or those brands?
- Why consumers are switching to a different brand?
- Experience in using the tool, as well as experience in service.
- The perception of the logo and design of a new product.
The research was carried out by the method of in-depth interviews. The project involved the respondents from Kyiv, Dnipro, Poltava, and Okhtyrka.
As a result of the study, 6 segments of power tool buyers were determined.
We found out the specific character of the selection criteria of tools by various segments as well a number of other important regularities. The data obtained allowed to recommend the communication channels and the conceptual communication line for various segments.
It is interesting that there are two interrelated trends at the market of power tools which, as the research experience shows, are present at other markets.
The first one is that the wide product range rather obstructs than provides the freedom of selection for the consumers, the consumers become lost in the selection which results in both the impulse buying unthinkingly and postpones buying.
The second one – the essence of the brand notion – was transformed recently: the notion itself loses importance – there are too many brands, and the situation is getting worse as a result of the increasing number of the world brand copies.
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