Miuki
Strategic workhop of Miuki brand development
Challenge
Miuki, a Polish manufacturer of pouffes and Sako bags, known for providing high-quality designer products, approached EO seeking support in analysing its current position on the market and exploring potential directions for development.
The dynamically changing business environment was a challenge that the brand wanted to face in order to effectively build its future. Inspired by the positive feedback about our Product Strategy Discovery workshops, the owners of Miuki decided to participate.
Project parameters
- Customer Interview
- IDI Interviews
- Personas
- Competition benchmarking
- Impact Mapping
- Defining the vision
- Defining goals
- One day workshop
- Summary materials
Completed
works
Krok 1:
IDI Interviews and Personas
We began preparations for the workshops with in-depth IDI interviews (Individual In-depth Interviews), which allowed us to better understand how the Miuki brand is perceived. We delved into the knowledge of its customers and their needs, as well as identified the key challenges and development opportunities that the company faces.
Krok 2:
Competition benchmarking
Based on the collected market data and information from the Client, we conducted a benchmarking of the competition, which allowed us to better understand Miuki’s positioning in the market and identify potential areas for development. The analysis also provided us with knowledge on how other companies respond to customer needs, what services they offer and what solutions they use. Additionally, we delved into the topic of Unique Value Proposition (UVP) among competitors, analyzing their key differentiators, communication strategy and marketing activities.
Krok 3:
Workshop
During an intensive workshop led by our experts, together with the owners of Miuki, we defined a clear vision, goals and strategic direction for the brand’s development. We started by defining its fundamental values, which constitute a solid basis for action.
We analyzed the current situation of the company and set specific, measurable goals to achieve. Based on detailed data, such as persona and competitor analysis, we developed an Impact Map. Thanks to it, we identified new approaches and key solutions that will enable precise achievement of the assumed goals and further development of Miuki.
Solution
The EO workshop brought Miuki a number of significant benefits that helped it to further develop and strengthen its unique vision. After the workshop, the company’s owners gained confidence in the validity of their business decisions and set a clear path for development. The workshop allowed them to look at Miuki’s goals from a new perspective and confirm that their approach – focusing on solution design and close contact with customers – is appropriate and consistent with the established values.
Based on the workshop, instead of following imposed trends, they decided to focus on authenticity and brand values, which as a result allowed them to make decisions in line with the vision developed during the workshop.
Miuki’s owners gained:
The workshop allowed Miuki owners to confirm the validity of their assumptions and take bold steps towards achieving their goals, which gave them greater confidence in their decision-making.
Thanks to the clarity of the vision and brand values, Miuki improved communication with subcontractors, which resulted in greater efficiency of operations, especially in terms of SEO.
The workshop helped to align the vision and goals within the team, which had a positive impact on decision-making.
The workshop allowed the owners of Miuki to look at the company’s activities from a new perspective, which enabled better planning of the next steps of development.