Boldking sharpens brand strategy with consumer insight

The exploratory preliminary research in the Netherlands gave Boldking a clear picture of the buying situations (Category Entry Points, CEPs) that are important to consumers when buying and using razor blades. It also became clear which categories are and are not associated with the brand. Based on these insights, a large-scale study was launched in both the Netherlands and Germany.

The biggest challenger to Wilkinson and Gillette

Boldking is the biggest challenger to Wilkinson and Gillette in the Netherlands. The brand sells flexible razors and grooming products through an online channel designed specifically for the modern man. The products make the average 20-minute bathroom visit easier and more enjoyable, with a revolutionary razor and natural grooming products for different skin types.

It is nice to see that especially young men (18-35 years old) already know Boldking well and in some ways even prefer the brand to established brands.

Insights lead to focused choices

“With the insights from this study, we can make targeted decisions in our marketing strategy so that even more men will discover our top products.”

Would you also like to work with us to give direction to your marketing strategy? We would love to think with you!