Questions - Case study Bugaboo - Designed for discovery
1. Describe how Bugaboo’s consumers go through the different stages of the proposition
acquisition process. Try typing “buy pram (kinderwagen kopen)” in a search engine. If you were
becoming a parent for the first time, how would you feel about the search results? How would
you make the decision? What is the role of online and offline channels? What can Bugaboo do
to assist and proactively communicate with expecting parents?
Proposition acquisition process
Firstly, consumers feel the need to efficiently transport the future baby
(functional), while also feeling stylish (emotional). Information gathering can
be done online, by talking to family/friends (personal sources), looking through
advertisements (commercial sources), visiting stores…
Whenever they have found interesting products, parents establish an
awareness set to compare and evaluate different options based on durability,
comfort, price, fashion…
Next, they put the short-listed products in an evoked set. In this case, the
parents eventually decided to choose a product from Bugaboo's catalog.
After having bought and used the desired product, the parents will re-evaluate
their purchase. In case of a positive result, they might recommend it to other
expecting parents, and become an advocate of Bugaboo.
Search results
All kinds of different brands, models and colors appear when searching “buy pram”. The price range is
very wide, going from €54,99 up to €499,99.
The role of offline channels, such as trying out models in a local shop, is rather small in my case. Online
channels offer me the most information that will influence my decision, such as price comparison,
reviews, star ratings…
Assistation and communication
Co-creation will be the best idea for Bugaboo. Co-creation integrates the customer’s needs, while giving
customers a feeling of contribution. A survey will also help Bugaboo better understand the underlying
needs of its customers, the positive and negative aspects of the existing products and how to improve
them.
2. Based on your online search, who would you identify as Bugaboo’s main competitor(s) in
Europe? Why are these brands competitors and others not? What is the value proposition of
Bugaboo? Would you say that Bugaboo offers a “triple value proposition”? In what way (not)?
Main competitors
Babyzen and Cybex are Bugaboo’s main competitors. They offer products that meet the same market,
fulfill the same needs, operate in the same price range and hence attract the same target group. Other
brands, such as VidaXL and MaxiCozy offer cheaper products with less focus on the stylish aspect.
Value proposition
Bugaboo is making a difference by offering a story of smart solutions. A sleek and modern design, with
focus on comfort, and also Bugaboo’s collaboration with artists add value. Creating products with unique
and artsy patterns differentiates Bugaboo from any other brand.
