5. Unleashing
the Product’s
Potential
By: Allyson Burgess, Rachel Chessky,
Paola Guerrero & Taylor Romaine

6. Pinpoint the Sweet Spot
1 2
How do we improve our brand
positioning?
How do we unlock Wahl Massagers
revenue potential and improve
competitive positioning?

7. ➢ Rechargeable
➢ Wearable
Massage
➢ Vibration
➢ $19.99
➢ Large Cover Relief
➢ Dual Temperature
➢ Corded
➢ Active
➢ Vibration
➢ $39.99
➢ Large Cover Relief
➢ Dual Temperature
The Optimal
Package
Wahl’s Package
0.464
Units of Happiness
0.343
Units of Happiness
Current Product

8. Current Product
What Massage Settings Do You Look For When Purchasing an Electric
Massager?
n=103

9. How Do You Prefer To Power Your Electric Massager?
n=102
Current Product

10. What is Your Price Range When Purchasing an Electric Massager?
n=113
Current Product

11. Wahl’s Perception

12. For Active Females ages 25- 54, Wahl is the electric massager
brand that provides an innovative, superior quality full body
massager that relieves stress, tension and pain.
Let’s Reposition

13. Female
Full-Time
Married
No
Children
25-54
years old
Active
Massage
More than 1x
a week
Income
Less than
$75,000
Target
Market

14. Wahl’s
Plan of Action
To Unleash
The Full
Power

15. ● Find the Right Massager Option
Enhanced
■ Picture with pinpoints of
possible pain areas with
massagers available
■ Leads to Suggested
massager options

17. SEE HOW WE
HAVE HELPED.
Each individual’s lifestyle and
exercise routine causes different
problems. Read how Wahl
massagers have helped individuals
soothe aches and pains.
Each individual has unique
pain and massage needs in
different body areas. Wahl
offers a full line of massagers
and accessories for best
personal results
MORE ON WAHL MASSAGERS
BENEFITS OF
MASSAGE.
While it’s true massage is a
great way to relax, it’s gaining
wide acceptance for both
reducing pain and improving
overall health.

19. Leverage Wahl Wellness

20. ● Front
○ Exposed View of
Massager
○ Light Feminine Colors
○ Active Individual
● Back
○ Woman Using Massager
○ Dr. Approved Quote

21. ● Product Availability Channel
○ Expand to Feminine
Department stores

24. Let’s Power our Market
An electric massager is purchased every couple of years

25. Appendix

26. Appendix 1: What is Your Price Range When
Purchasing an Electric Massager?
n=113
5%
6%
13%
17%
14%
15%
6%
8%
6%
4%
7%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
$10 or less
$11-$20
$21-$30
$31-$40
$41-$50
$51-$60
$61-$70
$71-$80
$81-$90
$91-$100
More than $100

27. Appendix 2: Which Electric Massager Brand Have
You Purchased? n=110
10%
12%
20%
28%
30%
0% 5% 10% 15% 20% 25% 30% 35%
Other
Wahl
Dr. Scholl's
Conair
Homedics

28. Appendix 3: What Brand of Electric Massagers Do
You Use Most Often?
n=113
6%
14%
19%
25%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Other
Wahl
Dr. Scholl's
Conair
Homedics

29. Appendix 4: From the Following List of Reasons, What are
Your Top 3 Reasons for Being Loyal to your Current Electric
Massager Brand?
n=113
7%
8%
9%
13%
16%
20%
26%
0% 5% 10% 15% 20% 25% 30%
Good Customer Service
Innovative products
Wide variety of products
Long life-span
Easily Accessible
High Quality
Affordable

30. Appendix 5: What Are Your Top 3 Factors That Would
Make You Switch From Your Preferred Electric Massager
Brand to Another Massager Brand? n=113
3%
11%
11%
11%
11%
14%
19%
20%
0% 5% 10% 15% 20% 25%
I wouldn't switch
Recommendation from someone
Capability
Availability
Brand reputation
Sales Discounts/deals
Price
Negative Experiences

31. Appendix 6: From the Following List of Reasons, What are Your
Top 3 Factors that Effect Your Choice of Purchasing One
Electric Massager Brand Over Another?
n=104
4%
7%
7%
10%
11%
12%
15%
16%
18%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Innovative Features
Easily Accessible
Popularity of brand
Comfort of use
Affordability
Brand Loyalty
Quality
High Performance
Durability

32. Appendix 7: What Type of Electric Massager Have You
Purchased?
n=104
1%
6%
14%
32%
47%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Other
Accupressure
Chair
Heated
Handheld

33. Appendix 8: What Massage Settings Do You Look For
When Purchasing an Electric Massager? n=103
1%
8%
25%
26%
39%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Other
Squeeze
Pulse
Kneading
Vibration

34. Appendix 9: How Do You Prefer To Power Your
Electric Massager?
n=102
15%
40%
45%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Battery
Rechargeable
Corded

35. Appendix 10: Where Do You Typically Purchase an
Electric Massager?
n=104
1%
6%
13%
13%
23%
44%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Other
Convenience Store
Specialty Store
Electronic Store
Online
Department Store

36. Appendix 11: How Often Do You Purchase an
Electric Massager?
n=102
6%
8%
10%
19%
58%
0% 10% 20% 30% 40% 50% 60% 70%
More than once a month
Every 1 to 2 months
Every 3 to 6 months
Once a year
Every couple of years

37. Appendix 12: How Frequently Do You Use Your
Electric Massager? n=101
2%
6%
8%
19%
21%
44%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Once a year
Once every three months
Once a month
Two times a month
Once a week
More than once a week

38. Appendix 13: What is Your Age?
n=215
0%
1%
8%
12%
13%
16%
20%
29%
0% 5% 10% 15% 20% 25% 30% 35%
75 years or older
12-17 years old
65-74 years old
45-54 years old
18-24 years old
55-64 years old
35-44 years old
25-34 years old

39. Appendix 14: What is Your Annual
Household Income? n=216
0%
3%
4%
11%
11%
14%
17%
17%
23%
0% 5% 10% 15% 20% 25%
$200,000 or more
$150,000 to $199,999
Prefer not to answer
$75,000 to $99,999
$100,000 to $149,999
$25,000 to $34,999
Less than $25,000
$35,000 to $49,999
$50,000 to $74,999

40. Appendix 15: How Often Do You Exercise?
n=213
7%
7%
8%
21%
22%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Less often than once a month
Once or twice a month
Not at all
Five or more times a week
About once a week
About three times a week

41. Appendix 16: On Average, How Many Hours Per
Week Do You Work?
n=215
5%
5%
10%
21%
24%
35%
0% 5% 10% 15% 20% 25% 30% 35% 40%
more than 51 hours
1-5 hours
6-15 hours
16-30 hours
0 hours
31-50 hours

42. Appendix 17: What Physical Activities Do You Enjoy?
n=210
5%
5%
6%
10%
13%
13%
17%
31%
0% 5% 10% 15% 20% 25% 30% 35%
Cross-Fit and Boot-Camp
Other (please specify)
Golf
Weight Training
Dance Cardio & Zumba
Yoga & Pilates
Biking & Spinning
Running & Walking

43. Appendix 18: What Type of Websites Do You Regularly
Browse?
n=217
2%
9%
11%
13%
16%
22%
27%
0% 5% 10% 15% 20% 25% 30%
Other (please specify)
E-Commerce Websites
Educational Websites
Entertainment Websites
Entertainment Websites
News Websites
Social Media Websites

44. Appendix 19: What Type of Social Media Do You
Regularly Use? (Check All That Apply)
n=217
0%
1%
3%
4%
5%
10%
13%
14%
22%
28%
0% 5% 10% 15% 20% 25% 30%
Other (please specify)
None
Yelp
Blogs
LinkedIn
Pinterest
Instagram
Twitter
Youtube
Facebook

45. Appendix 20: What Kind of Magazines Do You
Read? (Check All That Apply) n=206
2%
2%
4%
4%
4%
5%
5%
6%
6%
7%
9%
9%
11%
12%
13%
0% 2% 4% 6% 8% 10% 12% 14%
Other (please specify)
Literary
Luxury
Business
Automobile
Scientific
Outdoors
Music
Fitness
Sports
Fashion
Home Improvement
Lifestyle
Cooking
Entertainment

46. Appendix 21: What Type of TV Programs Do You
Regularly Watch? n=217
0%
2%
2%
3%
4%
5%
6%
6%
6%
6%
7%
7%
8%
8%
8%
10%
11%
0% 2% 4% 6% 8% 10% 12%
Other (please specify)
Makeover
Soap Opera
Music Shows
Travel
Cartoons
Factual/ News
Cookery
Science Fiction
Game Shows
Documentary
Reality TV
Sitcom
News
Sports
Drama
Comedy

47. Appendix 22: What is Your Current Relationship
Status? n=216
1%
3%
9%
11%
30%
45%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Prefer not to answer
Widowed
Divorced
Domestic Partnership
Single
Married

48. Appendix 23: How Many Children Do You Have?
n=216
10%
10%
20%
20%
40%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Four or more
Three
One
Two
None

49. Appendix 24: What is Your Sex? n=216
38%
63%
Male Female

50. Appendix 25: What is Your Current Employment
Status? n=216
6%
6%
13%
13%
16%
47%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Student
Disabled, not able to work
Not employed, looking for work
Retired
Employed, working part-time
Employed, working full-time

51. Appendix 26: Most Important Features
24%
21%
18%
16%
10%
7%
4%
Feature Importance
Power
Ease of Use
Type
Price
Area
Temperature
Brand

52. Appendix 27: Conjoint Analysis

53. Perceptual Map