Konrow Case Study

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Internally, the main questions asked within this section during the interviews were: What associations do you think the customers associate with Konrow? What associations do you want the customer to associate with Konrow? Do you want the brand Konrow to be associated with something more than just your products?

When asked what they think the consumers associate with Konrow Brand Mr. Haddad (Founder and CEO of HEM) say that there are not so many and they ae different according to geographical location of the consumer you ask. He explains “In France mainland it’s associated with low price, in DOM-TOM with colors and in north of Africa with France”. This means that Konrow should adapt its marketing message according to the consumer’s location.
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Haddad (Founder and CEO of HEM) describes the importance of being exposed in the market “We would like to be at the top of the consumer’s choice at the point-of-sale. It required long thinking and we do it step-by-step when distributing in different places”. He do say that it is not something that they can do at the moment, this because their focus is on increasing market share by offering more product to their customers. Mr. Haddad (Founder and CEO of HEM) say “We need to propose higher products range to customers – this is our main target for this year.”

Externally, the main question asked within this section during the interviews was: What associations do you have with the Konrow brand?

Co-founder of SAMU argues that the associations are “good devices for a good price”, tradition and mainstream. Cash-Converter buyer argues that quality is the biggest association while Extenso buyer pointed to the brand’s recall in some markets due to the colorful and stylish devices. It is very important to link a brand by associating it to positive benefits.
4.7 Product quality
Internally, the main questions asked within this section during the interviews were: Does Konrow has a quality strategy? Which are the sales factors when you present product quality? How does the brand insure quality and conserve it? Do you communicate it and

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