In this section, the brand Emsa itself, the competition and analysis on the target group are shown. Also, a survey that was conducted is explained
Market research
Brand analysis
Emsas main principles are listed below:
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‘Made in Germany’
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High quality
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Well-designed products
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‘Everyday smile’ design vision
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Easing your daily routine
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Sustainable society
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Simple and no-nonsense design
Competition
Of course, Esma is not the only company providing the world of bottles. There are even other companies which have invented bottles with a similar function as The Twist, like a plastic bag bottle and a foldable bottle.
Esma does not only have to deal with substitutes, but also with general competitors having a similar target group and products. Examples are Dopper and Camelbak.
Target group
The main target group of The Twist is people
taking bottles with them while traveling.
Students with student public transport
Working people
Survey
To investigate whether there is a market for the sink-problem that The Twist solves, a survey was made and sent out to as many people as possible. The survey is in Dutch, as the survey was done in the Netherlands. 129 people responded to the survey; these people came from many different backgrounds. It provided very useful information about demand for the product, the target group, the price that can be asked for a bottle etc.