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Product positioning & launches

Make the most of your current and future product portfolio

Linking insight and concept

In today’s competitive market, it takes skill to stand out from the crowd when introducing a new product or service. Kunde & Co has more than 25 years’ experience in impactful product conceptualisation and launches.

We not only create launch campaigns but use our deep understanding of our customers’ businesses to help them conceptualise new offerings. Through analysis we uncover the ideal positioning, identify the right segments and create impactful launch plans. We do this for the broadest of FMCG brands to the most specialised capital goods.

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Vores

Creating a private label to cover 1000 products

In cooperation with Kunde & Co, Danish Supermarket developed a private label, "Vores". The projected included the development of a brand concept with a clear value proposition and identity that would unify the brand across product categories. After the launch, pre-defined KPIs were exceeded by 300%.

Vores

Creating a private label to cover 1000 products

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V&S

A fairytale campaign lifts the aquavit category

Together with Kunde & Co, V&S developed a new campaign platform to unite the company’s entire aquavit portfolio. By juxtaposing the aquavit category with other brands of spirits, the company was able to generate renewed focus on the aquavit category.

V&S

A fairytale campaign lifts the aquavit category

Concept testing

Testing with the relevant audience provides invaluable insights and pressure tests internal preconceptions. For more than 25 years, we have developed and fine-tuned a concept test method that can be used across industries, countries and customers.

Customer analysis and insights

Through qualitative and quantitative measures, we generate customer insights and test the business potential of different scenarios for the product concept. We do this globally and locally, with web panels and face-to-face meetings, and in many languages.

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AAK

International product launch

Based on a thorough understanding of the key decision makers in the hot climate markets, Kunde & Co developed a campaign concept and strategy to launch a ground-breaking solution, TROPICAO®, which is recognised as the most succesful launch in the company's history.

AAK

International product launch

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Schneider Electric

Re-launching an iconic product

Kunde & Co assisted Schneider Electric in launching the new LK FUGA®. Based on a deep understanding of the target groups and their buying process, a messaging framework was developed. Using this as a foundation, Kunde & Co developed the creative concept, as well as all offline elements including ads and inserts.

Schneider Electric

Re-launching an iconic product

Brand identity and strategy

Once a company’s market challenges are identified, we establish how the product can best solve these and visualise how product positioning can be executed in communication. This may include logo design, graphical expression, tonality and conceptual brochures, as well as management tools like brand books and design guidelines.

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VRS

From 51 fashion brands to one

To bring together 51 existing clothing brands under one new brand, Kunde & Co help was tasked with developing a strategy, concept name, brand identity and external launch. This resulted in a new, strong and easily communicated brand built around preferences for quality and price.

Read more about the case

VRS

From 51 fashion brands to one

Brand system

A company's product portfolio tends become more complex over time due to new innovations or product acquisitions. A structured brand system will help the company create synergies in its product portfolio and utilise the strengths of its corporate brand. Through our proven testing methodology, we ensure the brand system matches the market potential, is cost-effective and focuses on more than just a new logo.

Packaging design

When analysis has uncovered the optimal product concept and the brand system is in place, packaging design can commence. Our designers have extensive experience in creating packaging for anything from electrical sockets to beauty supplements.

Packaging is a key component of the product concept and should never be underestimated in its potential to drive interest and trial products.

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Morten Knudsen

Partner
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