Dreaming of the perfect bed

 

THE CHALLENGE

KungSängen is a leading Swedish manufacturer and retailer of beds and bedroom interior decoration. As a foundation for strategic brand decisions, KungSängen needed an in-depth understanding of their market, including a mapping of the consumer journey and brand equity understanding. The key was to identify and prioritise the target groups with the greatest potential to generate future growth for the brand.

THE SOLUTION

A combined approach was used to generate actionable and engaging growth insights. Key trigger and purchase pain-points were identified through in-depth qualitative research. A quantitative mapping of the market was used to map out relevant market segments and assess target group potential and identify unmet needs and challenges, leading to a strong base for a future differentiated brand.

THE OUTCOME

KungSängen has secured a key understanding of specific needs, attitudes and desires of their strategic target groups. As a result, KungSängen has initiated strategic change involving both digital and physical store channels, along with a new brand tonality, market communication and media strategy.