Consumer

Despite having spent significant efforts on developing “best-in-class” coffee machines – even with involvement from one of the world’s most renowned baristas, 

 hasn’t met its expectations when it comes to market share in their segment. With a price range similar to their competitors and state-of-the-art quality, there must be another reason, but what?

Identifying and closing the gap between consumers and product

To understand the target group's drivers and behaviours, we made a series of home visits, interviewing and gathering consumer insights. 

 is the accumulation of a brand hitting the correct mix of emotional and functional drivers and pricing. With the Wilfa’s pricing being correct, we needed to understand two things: the customer drivers, and their perception of Wilfa. We approached this through 

 through customer interviews and home visits. This way we identified what their drivers are – what are their emotional drivers, functional needs and what is their perception of Wilfa coffee machines, and coffee in general?

Brand Positioning

Market research 

User insights

We discovered that Wilfa was hitting the drivers of a more niche customer segment who desire the functional bells and whistles, thus neglecting their main target group – coffee drinkers who love their coffee but don’t really understand what makes a good coffee or machine for that matter. In other words, they were targeting the wrong drivers of their core target group.


To close that gap between Wilfa’s desired 

 and the consumers’ perception of the product, we created a strategic framework for how to convert their target group’s drivers into tangible design, branding and marketing activities with the goal of repositioning themselves to meet the expectations of their main target group.

Strategic positioning

Customer and market insights and a roadmap for repositioning

An example of how we mapped out data from our analysis of Wilfa's current positioning.

This framework visualises all the elements that make up a company's brand and positioning. The yellow parts represent the areas that Wilfa needed to focus on.

By having a thorough understanding of how the Wilfa brand, as well as their competitors’ brands, are perceived by their customers and what their needs and wants are, Wilfa now is in a much better position to reposition their products. The roadmap will help them make the right decisions going forward and guide them to take the position on the market that they’re aiming for and grow their market share.

A roadmap to growing market share for one of Scandinavia’s leading home appliances brands