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
- The document presents information on Bissell's customers. The document is divided into several segments i.e. audience segmentation, demographic overview, affinity audiences, category product mapping, user split by product category and age overview, affinity audience index by product category compared to site average, and attribution.
- In the document, Bissell's audience/customers are segmented according to age i.e. 18-24 - 12.45%, 25-34 - 30.08%, 35-44 - 20.73%, 45-54 - 15.31%, 55-64 - 12.36%, and 65 plus - 9.07% and gender i.e. female - 57.11% and male - 42.89%.
- From the data above, it was concluded that the company's customers are mostly in the 25-54 years bracket while the gender split favors females over males. Consequently, it is recommended that the primary focus should be on females aged 25-34 and the secondary focus should be on females aged 35-54. However, male customers are still important to target because of the high number (43%).
- The top three affinities of Bissell's shoppers were media & entertainment - 19.91%, lifestyles & hobbies - 18.79%, and food & dining -13.30%. This was attributed to the fact that the bulk of the users were in the 25-34 age group. On the other hand, the bottom three affinities for shoppers were banking & finance - 0.83%, vehicles & transportation - 2.54%, and home & garden - 3.68%.
- The most visited product category was wet-dry cleaning - 44.53% followed by cleaners for pet owners - 12.45%, vacuum cleaners - 12.45%, and accessories - 9.90%, respectively. Additionally, the user split by age for all product categories i.e. wet-dry cleaning, cleaners for pet owners, vacuum cleaners, steam cleaners, stain cleaners, outdoor cleaners, cleaning formula, carpet cleaners, battery brooms, and accessories was 25-34 - 29.89%, 35-44 - 21.67%, 45-54 - 16.22%, 55-64 - 14.02%, 18-24 - 10.25%, and 65 plus - 7.94%.
- Data-driven attribution which "uses all available path data from both converting and non-converting users to understand how the presence of particular marketing touchpoints impact a user's probability of conversion was used to show how likely a user is to convert at any particular point in the path." The current attribution snapshot of Bissell includes a good attribution impact score of 48% and even though 75% of consumer journeys start and finish on the same day, the average research length before a purchase is 19 days.
- Lastly, attribution yield analysis showed that 48% of advertising spend delivered 99% of conversions. A sample yield analysis of the first three advertising channels follows below:
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
- The presentation is from a brand positioning study that was done in Madrid, Spain to explore Bissell's brand expression. It is divided into six main segments i.e. objectives and methodology, main findings, concept evaluation, concept optimization, conclusion, and appendix.
- The objectives of the study, which was conducted by Ipsos were to test if positioning concepts are relevant, differentiating, credible, and drive interest in the Bissell brand and to gauge the preference and potential optimizations for the preferred positioning concept.
- The study targeted purchasers and users of home floor cleaning devices with the following distinctions: 50% men & 50% women, 50% pet owners & 50% non-pet owners, and 50% families with older children & 50% families with younger children. Additionally, the study was in the form of a 2-day concept lab that was divided into 4 x 2.5-hour consumer sessions and workshop learning with the Bissell team.
- The mains findings of the study in regard to positioning Bissell as a newcomer in the market were that: functional arguments worked better and led to emotional benefits for consumers, participants connected best with convenience and second with performance-driven messaging, pet based positioning was soundly rejected because a different cultural code applies to pets in Spain, health can help differentiate Bissell, but should be kept strictly functional, language must remain consumer-centric and avoid American superiority claims, with brand mentions only when tied to consumer benefits, challenging consumers or brand comparisons should be avoided, and Anchor Bissell’s legitimacy as a floor cleaning expert is in its rich history and innovative floor cleaning technologies.
- Three consumer profiles were used in the study and they were based on the group’s attitudes, values, and drivers. The profiles are exigent cleaners who are driven by peace of mind, health, & meticulousness, organizational champions who are driven by family harmony, desire to showcase home, & recognition for hard work, and routine cleaners who are driven by saving time & convenience.
- Additionally, the concepts that were evaluated in the study were performance, convenience, health, pet, and love of floors while the winning concepts were convenience and performance.
- The conclusion of the study was that convenience positioning is a good start for launching into the market, but it would need supporting concepts to boost the company's differentiation and consumer interest, performance is a good complement to convenience because it strategically strengthens what convenience lacks e.g. Bissell can claim floor cleaning expertise because of its history, patents, and innovation, and health is differentiating and relevant, but very risky for the company because it is a brand over-promise.
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
- The presentation provides the findings of a Bissell brand positioning consumer study that was done in South Korea. It is divided into five main segments i.e. objectives and methodology, key consumer insights, winning positioning concepts, strategic recommendations, and annex: concepts and mood boards.
- The objectives of the study, which was conducted by Brand Doctors were to generate consumer insights in the Korean market, that would guide local brand positioning and activation and to identify a suitable global brand positioning, possibly with a regional fine-tuning. Additionally, the respondent profile of the study included 4 groups i.e. group 1 young families-females - oldest child below 10 years, group 2 young families-males - oldest child below 10 years, group 3 older families-females - oldest child older than 10 years, and group 4 older families-males - oldest child older than 10 years.
- Key consumer insights for housing, cleaning, and pet habits included that: clean floors are highly important in Korea, floors in Korea are always hard and covered in rugs to create softer seating areas while carpets were completely absent in the homes of the respondents, many Koreans use special play mats when children are small, and there are high cleaning standards in Korea with the highest burden on women i.e. labor force participation is 57% for women and 78.6% for men. Additional findings include: shoes are always taken off before entering a Korean house (people walk on socks or on in-home slippers) and pet ownership in Korea is relatively low i.e. no pets - 68%, dog - 20%, cat - 6%, fish - 7%, bird - 1%, and other - 3%.
- Key consumer insights for devices and brands include that: all households have a vacuum cleaner and several people have a steam cleaner with cleaning a two-way process i.e. first dry then wet/moist cleaning, Bissell is currently unknown in South Korea, however, Koreans are open to western brands, but brand recognition needs to be built step by step, and respondents were curious to see the CrossWave product being demonstrated.
- In addition, key consumer insights for positioning included: superior cleaning is relevant but not distinctive, convenience lacks aspiration, an increasing threat of micro dust and yellow dust have led to in-home health being a hot topic in South Korea, there is a high awareness of air pollution and fine dust sensitivity, any chemical connotation must be avoided, focusing on pets narrows down the target group, and strong western cues should be avoided.
- The winning positioning concepts for the four groups of respondents were:
- Group 1 young families-females: deeper cleaning, healthier living, nothing cleans deeper, and all floors should feel this good, respectively.
- Group 2 young families-males: deeper cleaning, healthier living and more time for living, respectively.
- Group 3 older families-females: nothing cleans deeper and deeper cleaning, healthier living, respectively.
- Group 4 older families-males: deeper cleaning, healthier living, nothing cleans deeper, and cleaning made smart, respectively.
- The strategic recommendations from the report include product level - the Bissell brand should be introduced to South Korea/Asia using the CrossWave product as the launch hero and brand positioning level - positioning message should be "deeper cleaning, healthier living."
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
- The document provides the findings of a Bissell brand positioning study that was carried out in Germany. It is divided into five main sections i.e. objectives and methodology, key consumer insights, winning positioning concepts, strategic recommendations, and annex: concepts and mood boards.
- The objectives of the study, which was conducted by Brand Doctors were to generate consumer insights in the German market, that would guide local brand positioning and activation and to identify a suitable global brand positioning, possibly with a regional fine-tuning. Additionally, the respondent profile of the study included 4 groups i.e. group 1 young families-females - oldest child below 10 years, group 2 young families-males - oldest child below 10 years, group 3 older families-females - oldest child older than 10 years, and group 4 older families-males - oldest child older than 10 years.
- Key consumer insights for housing and cleaning included that: floors in Germany are hard and fitted with rugs i.e. in the living room, bathroom, and toilet and carpet usage is decreasing, but it is still around in sleeping rooms. Additionally, key insights for pet habits included ownership statistics i.e. no pets - 47%, cat - 29%, dog - 21%, fish - 9%, bird - 6%, and other - 9%.
- Key consumer insights for devices and brands include that: all households have a vacuum cleaner and most people have a 'Staubsauger mit Beutel (bag vacuum cleaner)' with traditional German brands like Miele, AEG, Siemens, and Bosch common among respondents, the CrossWave product was suitable as the launch hero product for Bissell in Germany, product demos and claims should emphasize regular usage and not position it as a device for accidents, and seeing is critical as consumers want to see the product first and judge it by themselves
- In addition, key consumer insights for positioning included: focus and heritage as key drivers of credibility for Bissell in Germany because as a completely new brand, it needs to introduce itself properly to Germans, boastful language should be avoided in Germany because it makes Germans suspicious and sounds like cheap advertising lingo, health is not the key driver for cleaning in Germany as deeper cleaning is not related to a healthier home in this market, a strong connection with pets does not seem to help the brand very much, focusing on superior cleaning is tricky in Germany, for a new brand, innovation is a key thing in the German market, consumers want clever solutions, but they should not sound digital or too techy, and in the end, it is about peace of mind as the result of a good clean.
- The winning positioning concepts for the four groups of respondents were:
- Group 1 young families-females: more time to live, floor cleaning made smart, and the next level of floor cleaning.
- Group 2 young families-males: floor cleaning made smart, all floors should make you feel this good, and the next level of floor cleaning.
- Group 3 older families-females: floor cleaning made clever, the next level of floor cleaning, and the reward of a great clean.
- Group 4 older families-males: the next level of floor cleaning, floor cleaning made clever, and the reward of a great clean.
- The strategic recommendations from the report include building blocks for the Bissell brand in Germany i.e. category leadership (peace of mind), differentiation (Bissell Cleaning), relevance (better end results and clever innovations), and credibility (pure focus on floor cleaning, which is the expertise of a specialist).