This well-known company is a leading provider of office and executive chairs. However, the greatest market growth – with attractive profit margins – has turned out to be in the gaming chair submarket. Once the available options were discovered, it was not hard to develop a good offer for gamers. But there are already many strong competitors in the market; that raises a few questions: How high are the market entry costs, both on the marketing and sales side? Is there still room for another player in this competitive market?
This customer uses Neutrum AI Targeter with customized extensions to analyze e-commerce platforms. The application examines the demand for established competitors’ offerings on search engines, social media, and online shops. The analysis also includes the online pricing of competitors, their digital advertising budget, and their marketing mix. Neutrum Topic Navigator technology is used to determine the drivers of responses (both positive and negative) from test reports, reviews and customer ratings. This makes the competitive landscape as clear as the pricing structure. The customer can now clearly see where the existing offerings do not fully engage the target audience.
With Neutrum, the strengths, weaknesses, strategies and budgets of competitors were clearly evaluated. And the market gaps were identified. This quickly showed that competitors, while quite active on social media, neither engaged in social selling nor involved the gaming community in product development. This fact generally often leads to complaints from gamers about product details, and suggests a lack of understanding of their needs and styles. This is particularly problematic when it comes to higher-priced “pro gamer” furniture. Competition in this price segment is less brutal than in the broader market. Estimated marketing costs are more favorable. The company now seeks dialogue with influencers identified by AI Targeter. It develops a gaming chair for pro gamers based on input from pro gamers. A win-win situation.
German 