AMICA
PORTFOLIO DEVELOPMENT STRATEGY

How to effectively manage a wide product portfolio and build a consistent brand?

AMICA
PORTFOLIO DEVELOPMENT STRATEGY

How to effectively manage a wide product portfolio and build a consistent brand?

TOUCHIDEAS’ ROLE

  • market research
  • trend analysis
  • customer segmentation
  • brand vision and positioning
  • portfolio development strategy
  • design strategy

Amica is a Polish company with 60 years of tradition, a leader on the Polish market and one of the largest manufacturers of kitchen appliances in Europe. Formerly associated with traditional free-standing ovens, Amica offers today modern products in various segments of the household appliances market.

Touchideas was tasked with developing an overall strategy that would enable effective management of a broad product portfolio and build a coherent brand.

Together with Amica, we formulated a vision for the development of the brand. We determined the optimal number of design lines, the positioning of products, pricing levels, and design guidelines.

We also found a gap in the market and recommended the introduction of a new line of cooking appliances. Our recommendations were based on cross-sectional analyses: market mapping for household appliances, household segmentation, a study on shopping preferences and an analysis of changes in Poles’ cooking habits.

‘Touchideas was a valuable partner in creating a strategy that resulted in successful new product launches. The new products in our key categories of built-in heating appliances are already generating over 30% of our sales.’

– Radosław Czarnecki, Product Director Amica