| Organisation |
GARDEN EQUIPMENT MANUFACTURER & MARKETER |
| Type of Study |
New product & branding decisions |
| The problem or opportunity |
Ranges of outdoor garden equipment needed to be devised for certain segments of the general householder and trades segments in order to maximise sales and profitability from this product group. The company needed to decide on the correct use of several brands, a number of product innovations, and price-points which could potentially be used to achieve this. |
| Approach |
- Group discussions
- An innovative application of choice modelling involving respondents choosing among sets of real tools displaying various combinations of design features and price points in a simulated retail environment
|
| Result |
The results enabled the company to make decisions which optimised the designs under several brands, so that positioning of each brand resonated more completely with a particular market and channel segment |
