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....