Positioning research for Oil & Vinegar

With approximately 100 stores in 12 countries, Oil & Vinegar provides the highest quality products that make every meal special. Although there is little doubt about the quality of the products and the value they add to every dish, Oil & Vinegar needed more clarity about their position in the market, their image, and where opportunities lie for the brand. Oil & Vinegar was therefore curious to find out how consumers viewed them. With 70% of the stores owned by the company and a few franchise businesses, there was a need for a clear strategy to take their brand to the next level. With the right marketing guidelines and clear positioning, a consistent message is conveyed.

Our approach

The positioning study consisted of three parts: a kick-off workshop, quantitative research, and a Next Step Session. In important and strategic processes such as this, it is important to give all internal stakeholders a voice in the research, without everyone having a say in what is included in the questionnaire. With broad participation from internal stakeholders, including the branding, communications, management, marketing, and product marketing departments, as well as franchise locations, we ensured that all relevant perspectives were heard. We played a coordinating role in this process to help filter the relevant insights. In consultation with Oil & Vinegar, we identified the most important elements to include in the research.

The research was divided into four different parts: brand research, customer journey, a competition analysis, and target group segmentation. The Next Step Session ensured that the results could also be interpreted and implemented correctly. Based on the results, consideration was given to, among other things, the identity, image, and desired reputation of Oil & Vinegar, and how they wanted to be perceived by their customers and the market as a whole.  

"The commitment and ambition of the entire Oil & Vinegar project team made this a really enjoyable research project to carry out, both in terms of content and mutual cooperation. Especially because our workshops allowed us to contribute strategically from the first step to the last. It was great to see that even before the research started, everyone was eager to get started with the results." -Krijn Vugts & Michael Petit

Results

The results of this study clearly identify Oil & Vinegar's target group, which target groups show potential, what the purchasing process for olive oil, vinegar, and delicacies looks like, and what role Oil & Vinegar can play in this.
Some interesting insights from this research include the fact that Oil & Vinegar customers spend much more time in the kitchen than the average Dutch person and attach greater value to eating together. In this case, Oil & Vinegar customers often use sources of inspiration such as cookbooks. Furthermore, novice cooks and gourmets enjoy the products offered by Oil & Vinegar the most. The quality of these products and the advice given in the store is something that sets Oil & Vinegar apart. The store is an experience in itself, with a wide range of luxury products that customers can taste before taking them home. Oil & Vinegar is truly renowned for the unique atmosphere and experience within its stores.

This research has given Oil & Vinegar insight into its brand awareness and image, and where opportunities lie to reach its target group more effectively. By focusing its product range and services more on a broader target group, Oil & Vinegar can position itself better in the market. Through the Next Step Session, Oil & Vinegar now knows how to refine its image and desired positioning. We greatly value our collaboration with Oil & Vinegar and are working with them to achieve growth and success. The process is being tackled step by step, with the initial focus on strengthening the foundation in the Netherlands. Only when the home base is solid will consideration be given to expanding activities to other countries.

Oil & Vinegar has now started combining the knowledge they already have with the knowledge and experience of the market. The ultimate goal is to improve their market position. In addition, the research is also being conducted in both Belgium and Germany, in order to determine the right positioning in these two markets as well.

The positioning study provided us with very valuable insights. By listening carefully and making connections, MarktEffect guided MarktEffect through the process of turning a broad need into a specific question. The results of the research and the Next Step Session gave us the right tools to further refine our strategy. This process really made a difference for us and led us to decide to implement it in other countries as well. - Eefje van Dongen, Marketing Manager Oil & Vinegar

These employees worked on this project:

We are anindependent research agencyspecializing in providing insights based on market research. This project was made possible by a team of skilled experts with extensive knowledge and experience in the field of market research. If you have any questions about this research or are interested in how we can help with a similar project, please do not hesitate to contact us. We are happy to assist you!