Increase of market share from 15,8% in 2016 to 35,3% in 2017
The problem and our approach
- Braun, the leading manufacturer of hand blenders and part of the De'Longhi Group, had developed a new premium hand blender – the MQ9 – with innovative features such as a new bell with blades that could move up and down and a stronger motor.
- In order to ensure a successful launch of the MQ9, together with the Braun global marketing team we identified the most probable buying barriers of users and non-users of hand blenders …
- … in order to develop Power Insights that would convince the target groups to purchase the new MQ9.
Insights in our findings
Biggest buying barriers qualified with users/ non-users in Germany and UK:
- No need for a new hand blender (old utensils do not break down)
- Advantages of the new hand blender are not understood – they even see disadvantages in the new technology (e.g. not enough control due to moveable shaft)
Convincing power insights to overcome the barriers:
- Extract: You can easily chop or puree even hardest foods such as nuts, cinnamon or chocolate.
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.
