Fishing Equipment, Sweden

Challenge
This sporting good manufacturer had created a range of stand-out colourful fishing accessories, which they saw firmly as their trademark. They believed it was the design that set them apart and drove demand for their products. In the process of launching into a new market, they contacted us for guidance.

Solution & Results
We segmented demand per product feature and results showed that colour and pattern was what their market valued the least. It was instead other features that really drove demand for their products, such as quality and resistance. Although this came as a surprise, our client then revised their strategy for product development, focusing instead on other product features. Marketing strategy was also subsequently readjusted.