Problem

The leading player in an established segment of the personal computing marketplace had dropped from the #1 market position to sharing the #2 slot.  The company hypothesized that its loss of the lead position was related to competitive pricing moves.  What were the reasons for the company’s drop in share and how could it regain its #1 spot in the market?

Solution – Purchase Influences Study, Marketing Strategy

KJ & Co. designed a custom market research project aimed at understanding the purchase influences, brand perceptions, and purchase and usage habits for this product category.  The study was fielded online using a research panel that met the sample criteria.  Results of the study pointed to a strong opportunity to improve market impact through specific messaging and promotions implemented at the point-of-purchase, without the need for significant price reductions.

Result

The company modified its communications and promotional strategy, held its pricing, and subsequently regained its #1 market position.

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