Case Study #5: Product Development - Underwater Photography
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
Consumer Product – Scuba Gear –Underwater Digital Camera
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Research Topic
Develop positioning to advertise a mid-quality underwater digital camera
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Research Need
Manufacturer desired to introduce mid-quality underwater camera with clear positioning of a quality, dependable camera at attractive pricing.
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Research Process
Focus group research was conducted among scuba enthusiasts. Interest was high in the new product which delivered quality pictures at an attractive price. Challenge was to offer very attractive pricing without being perceived as a low quality product.
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Results
Print ads with exciting underwater pictures and compelling headlines were selected for advertising. Two key benefits conveyed the desired quality – tested to 200 feet underwater (won’t leak) and rubber armored case (durable). To convey lower cost, the focus group participants preferred a blister pack which would hang on a shelf rather than displayed inside a limited access glass case, like the expensive cameras.
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Links to Related Case Studies
Consumer - Branding/Positioning
Consumer Focus Groups