Vorwerk Market leader 12 months after launch

The problem and our approach

  • Vorwerk is an internationally operating company which offers appliances such as vacuum cleaners and multi-functional kitchen machines
  • The project objective for the AMC team was a successful product launch of the vacuum cleaner robot Kobold VR 200 on the German and Italian market
  • For this purpose we started by identifying buying barriers of the two target groups: buyers of Vorwerk vacuum cleaners and buyers of competitive products towards Kobold VR 200 …
  • … in order to develop Power Insights on that basis that would convince the two target groups to buy the new Kobold VR 200

Insights in our findings

Biggest buying barriers towards Vorwerk Kobold VR 200, qualified with the target group

  • Concerns about leaving the vacuum cleaner unattended while cleaning
  • Concerns about limited use on certain surfaces
  • Concerns that the vacuum cleaner will get stuck under furniture or get tangled in cables or rug fringes which prevents it from continuing to vacuum the floor
  • Apprehension that the whole room has to be tidied up before cleaning

Most convincing Power Insights to overcome the barriers, qualified with the target group

  • Fully automatic and autonomous: The Kobold VR 200 will vacuum your room whenever you want. Completely automatic, most suitable when you are not at home
  • Working in areas that are difficult to access: The Kobold VR 200 reliably vacuums any floor. It is able to reach every corner with less effort, is not hindered by obstacles and reaches areas even under flat furniture
  • Laser room navigation: The Kobold VR 200 vacuums every room – line by line. Its unique laser room navigation prevents the vacuum cleaner from colliding with other objects
  • Obstacle detection: Numerous sensors enable the detection of furniture and obstacles so the vacuum cleaner can automatically slow down or carefully navigate around the obstacle

Based on the strongest Power Insights we developed a preference-generating positioning concept. This concept was the foundation for the launch of the Kobold VR 200, including communication material such as product flyers, booklets and videos, the website, social media activities as well as argumentation guidelines for sales representatives.

  • Vorwerk

    "AMC has clearly convinced us by developing concepts for our product innovations! The qualified winner concept based on power insights generated a purchase interest five times higher and a 2.5 increase of the willingness to pay than comparable concepts which were not based on power insights."

    - Head of Customer Marketing, Vorwerk Deutschland Stiftung & Co. KG -