Biggest buying barriers qualified with users/ non-users in Germany and UK:
Convincing power insights to overcome the barriers:
Based on the strongest Power Insights we developed and qualified a preference-generating communication concept. This concept was the foundation for the launch-campaign and was used in the online and offline communication material, as well as the presentation at the POS. Thanks to the new concept, in Germany, the market share above 80 euro went from 15.8% in 2016 to 35.3% in 2017.
„We got together with AMC to develop a convincing communication concept for our new hand blender MQ9. Their method of barriers and power insights was to give the process a clear structure and guarantee a strong concept. In the process, we not only gained valuable learnings on the target group, but identified valid barriers, which could have otherwise caused problems after the launch. With this knowledge, we were well able to develop a convincing launch concept, which then served as a solid foundation for the developemnt of the launch campaign. We are more than happy with the result – as we not only managed to profit from a very stringent process, but also from very good sales in the launch-countries. Thus it‘s not surprising that we shall be using the AMC method again this year for the launch of another innovation in our household business.“- Yasmin Moede, Global Brand Marketing Director -