Godfreys: Hoovering up increased sales

Australia and New Zealand's specialist cleaning retailer, Godfrey's, wanted to inject life into their own-brand range and wrest back market share from the two top competitors, Dyson and Mièle.

Godfreys: Hoovering up increased sales

Packaging Own Brand non—FoodElmwood

EXECUTIVE SUMMARY

Australia and New Zealand's specialist cleaning retailer, Godfreys, wanted to inject life into their own-brand range and wrest back market share from the :op two competitors, Dyson and Miele. Their one established own-brand vacuum cleaner, Wertheim, lagged a distant third behind the two market-leaders. It lacked a clear positioning and understanding of customers needs and expectations.

Qualitative research, recommended and outlined by Elmwood (in partnership with research company, Colmar Brunton), made some important discoveries. The way consumers clean is a direct reflection of their personality. Some people...

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