Homecare Client Materials: Marketing

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Homecare Client Materials: Marketing

In Germany, Bissell's main audience mainly consists of people in the 25-54 age bracket while the gender split favors females with 57.11% over males with 42.89%. Additionally, the most visited of the company's product categories were wet-dry cleaning - 44.53%, cleaners for pet owners - 12.45%, and vacuum cleaners - 12.45%. A summary of the report follows below.

Audience Analysis Germany - Jellyfish

One of the objectives of the brand positioning study that was conducted in Spain was to test if Bissell's positioning concepts are relevant, differentiating, credible, and drive interest in the brand. The study concluded that convenience positioning would be a good start for launching into the Spanish market. A summary of the report follows below.

1756 Brand Positioning Spain

In South Korea, all households have a vacuum cleaner and even though Bissell is currently unknown in the market, consumers are open to western brands. Additionally, according to the study, at the brand positioning level, Bissell should be introduced to South Korea using the "deeper cleaning, healthier living" message. A summary of the report follows below.

1756 Brand Positioning S Korea

One of the objectives of the brand positioning study that was conducted in Germany was to generate consumer insights in the German market, that would guide local brand positioning and activation. Additionally, consumer insights for housing and cleaning in Germany included the fact that floors are hard and fitted with rugs while carpets are only used in the sleeping rooms as usage continues to decrease throughout the country. A summary of the report follows below.

1756 Brand Positioning Germany

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