1. Background
We started collaborating with Kytary back in 2020. It began with strategic research, where we also looked at the functionality of their brand assets and tested some of their ad campaigns. For example, we helped Kytary uncover what the musical instrument market looks like, how many people are considering buying one, and what's important to customers during a purchase.
2. Pain Point
The musical instrument business is growing rapidly, and Kytary certainly aren't being left behind. Given that their team invests significant sums into brand development and is expanding into other European markets, they naturally wanted to find the best way to monitor all this progress. The solution was clear - together, we dove into brand tracking.
3. Behavio's Insight
The quarterly brand tracking measurements painted a more detailed picture of changes in the musical instrument market.
Kytary can boast the strongest long-term position of all players in the market - at least in terms of salience and client affinity. In the context of musical instrument purchases, this brand was recalled by a quarter of category buyers (i.e. those who have bought an instrument) in the first measurement.
But subsequent waves revealed a remarkable trend. The overall category was growing, and new players entered the musical instrument market that Kytary hadn't previously had to compete with. Not only did new brands like Allegro enter the market, but established Czech e-commerce names - such as the electronics giant Alza - also started making inroads. In fact, by July 2023, a mere 2% of category buyers even considered Alza as a destination for musical instrument purchases. But by the following January, it was significantly more.
"We use many of the findings in practice, so we don't have to rely as much on assumptions as in the past. The outputs are clear and easy to understand."
4. Outcome
For the Kytary team, brand tracking has become an indispensable tool that helps them constantly monitor the market situation.
From the regular reports, Kytary can evaluate which competitors are on the rise, and respond appropriately - for instance, by focusing on satisfying customer needs that no other brand is fulfilling. Moreover, Behavio's brand tracking can be implemented across all of Kytary's European markets, providing them with methodologically consistent data across their reports. And that is the key to proper brand management.
