The well-known company is very strong in office chairs and executive chairs. However, the greatest market growth – with particularly attractive margins – is unfolding in the gaming chair submarket. With the options available to the company, it is, in principle, not too difficult to develop a good offering for gamers. However, there are already several strong competitors, which raises the question of how high the market entry costs are, both on the marketing and sales side – and whether or where there is still sufficient room for another player among the offerings of the competitors.
The client uses the 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. Qualitative analyses using Neutrum Themanavigator technology determine the drivers of positive and negative responses from test reports, reviews, and customer ratings. This makes the competitive landscape as clear as the pricing structure – and the client clearly sees where existing offerings are not yet fully engaging the target audience.
With Hase & Igel ‘s applications , the strengths, weaknesses, strategies, and budgets of competitors are clearly evaluated – and attractive gaps are identified. This quickly reveals that competitors, while quite active on social media, neither engage in social selling nor involve the gaming community in product development. This often leads to criticism from gamers about product details, which suggest a lack of understanding of their needs and styles. This is particularly offensive when it comes to higher-priced “pro gamer” furniture. Since competition in this price segment is even less brutal than in the broader market, the estimated marketing costs are also more favorable. The company seeks dialogue with influencers identified by AI Targeter and develops a gaming chair by pro gamers for pro gamers – a typical win-win situation.
German 