Brand Positioning: Major White Goods Appliance Manufacturer

A major white goods appliance manufacturew wanted to refine the positioning of the brand in the laundry sector.

Key questions

• To analyse the latest trends in the market.
• To gain a thorough understanding of the customers’ buying process, from initial consideration to the actual purchase.
• To use this understanding to define a new communication strategy for Miele’s key messaging and communication channels, both online and offline.

Methodology

• The qualitative phase was based on a combination of ethno-depths in customers’ homes followed by store visits to retrace the steps of their buying process, alongside a series of focus groups aimed at evaluating some new communication concepts.
• The quantitative phase was done using an online survey aimed at validating the qualitative insights. The sample included current brand owners and potential buyers from two different target markets that were defined using various segmentation information, including Experian.

Outcome

• The target group was clearly identified and a new marketing and communication strategy was defined that was adapted to their needs, expectations and buying behaviour. The strategy included market sizing, targeting, and messaging using the winning concepts.