The company Keba is striving for the development of a sharpened positioning of their new system KeControl FlexCore, to enhance brand and product awareness in the market and, consequently attracting potential customers. The challenging market conditions require a targeted marketing communication in order to stand more out of the market. For this reason, a value-based approach forms the basis of this project. Identifying the needs and preferences of potential customers in the market supports in developing customized benefit argumentations for KeControl FlexCore. In addition to developing a successful product brand, Keba as a company brand needs to be strengthened as well. For identifying the customers requirements towards new suppliers and a new product, two different research methods were implemented. The first step required a qualitative approach for gaining product, service and business specific information. This method supported in obtaining valuable information about the needs of customers. To reinforce the data collection and to ensure more confident results, a further quantitative research method was carried out. Both, the internal and external perspective, was enquired. Through that, results should get clearer, more accurate and include the internal and external view of the product and on Keba. The results show the differences but also similarities between the external and internal perspective. Moreover, valuable side information for Keba was gained through the project. Out of the results, several recommendations towards future marketing actions could be derived. The collected data provide a rather narrow insight. However, the data serve as a valuable basis for extending this research project and are also beneficial and useful for further company internal projects. In any case, the won data should be used for future projects at Keba. For obtaining an easier readability there was no focus on a gender-specific formulation which means that both genders are addressed.