Recruiting consumers for brand repositioning: how stroller brand Quinny did it

This event report explains how Dorel, the juvenile products manufacturer, repositioned its Quinny stroller brand to appeal to urban parents, to stop cannibalisation of its other stroller brand in Europe.

Recruiting consumers for brand repositioning: how stroller brand Quinny did it

Low Lai Chow

In 2012, Canadian designing and manufacturing company Dorel, faced a problem. As a result of similar market positioning, its two stroller brands, Quinny and Maxi-Cosi, were eating into each other's profits in Europe.

"We were attracting the same type of consumers, which in the end led to quite a lot of cannibalisation," said Marieke Koningen, the market intelligence manager for Dorel Europe, at the Qualitative 360 conference held in Singapore in October 2014, where she co-presented a session alongside Insites Consulting research innovation manager Anouk Willems....

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