Using insights to own a clear position in the category.
Flexible Flyer is a nostalgic icon in winter sleds. Paricon used Cleria to map exactly where the brand sits in its category, what drives purchase, and where its real USPs lie.
Flexible Flyer is a historic icon in winter sleds with a strong position among consumers. It is a nostalgic brand with a strong tradition and a wide fan base.
Paricon wanted a more granular understanding of how the brand was positioned against competition, and what actually drove consumers to buy it.
The team wanted a more granular understanding of how their brand was positioned in the category against competition, and what drove consumers to purchase it. Understanding who their customers are, what their perceptions are, and how competitors are positioned relative to their own brand were all key reasons for the study.
It was also vital to understand how the product is bought, what characteristics the customers of each brand share, and what differentiates brands from one another — turning different segments of the population into buyers and loyal customers.
Cleria’s Brand Tracker 360 was a natural choice for Paricon to gain a comprehensive view of both its own brand and its competitors — answering its key questions on positioning while giving a detailed diagnostic of its own brand metrics.
It also let Paricon see each brand within the category and what made a brand a favorite among category buyers. With its own brand perception mapped out, Paricon could see the USPs it holds versus other brands in the category.
What Paricon took away.
The questions Cleria helped answer, and what the team learned.
Proved hypotheses on selected sub-groups with strong brand funnel performance.
Highlighted the most important drivers for consideration and purchase.
Showed how brand perceptions shift along the funnel — certain attributes became increasingly common for consumers who converted further down.
Mapped how Flexible Flyer performed at different funnel steps against competitors.
Compared USPs across all market players, highlighting strong points and where rivals scored better than the category overall.
Confirmed the brand holds unique USPs versus competitors and enjoys a high rate of word-of-mouth from existing customers.
Broke down shopping behavior by market player, revealing differences in spending habits and purchase frequency across the category.
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