10 years ago Danfoss Heating started adding intelligence to their thermostats fuelled by the opportunities brought around by IoT and data. A great product development but also a commercial challenge. Cause how to position a solution within a new competitive market with low consumer awareness and adoption rates?
In order to better understand each target group’s pains and needs, as well as the overall market and Danfoss’ competitors, Kunde & Co conducted extensive desk research, interviews with homeowners and installers, and a digital study to map the customer journey.
These valuable insights provided the foundation for the positioning of Danfoss LinkTM as well as the campaign strategy, segmentation and audience building in the media tactics.