FoxWear Product Testing
Viper Case Study
The Brief
FoxWear had created the highest ever technical specification for a cycling-specific jacket.
The challenge was how to turn a top performing product into a marketable and profitable consumer brand.
The Solution
The Viper approach was straightforward and direct. Conduct market research with some clearly defined cycling retailers who were most likely to attract customers with the desire to purchase premium products and engage with the media and experienced product testers to gain feedback from the horses mouth.
Market research is fundamental to such a product strategy to ensure that internal views about a product's performance and market acceptability are balanced with the realities of the buying public. Price levels, branding, in-store promotions and key messages were established to ensure maximum profitability from product sales. The opinions of each retailer helped us to create a competitive position for the jackets in line with other premium products.
Editors from key cycling magazines and associations were given jackets for product testing and reviews and their feedback and opinions factored into a product strategy that ensured when marketing began it was on terms in which the media could identify.
The Result
The balance between research, media and product development ensured that FoxWear jackets were best positioned for a launch into a small number of carefully selected high street cycling retailers across the UK.
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