VAX vacuum cleaners

Competitors review

31 августа 2010 FWDBrands

Retail
3 largest retailers + Mediamarkt

3

Retail
103 positions

4

Retail
103 positions

5

Retail
15 brands and more

6

Key learnings
Russian market

• (12

16)

:

16 , .

.

Karcher, Dyson, Thomas, Miele. • , . . . ,

7

Advertising
TV

8

Advertising
TV

9

Advertising
TV

10

Advertising
TV

11

Advertising
TV \ Sponsorship

12

Advertising
TV-activities 2008-2010

13

Advertising
Outdoor

14

Advertising
Outdoor

15

Advertising
Outdoor

16

Advertising
Outdoor

17

Advertising
Press

18

Advertising
Dyson PR campaign 2010

19

Advertising
Showroom \ Brand shop

20

Advertising
Showroom \ Brand shop

21

Advertising
BTL \ POS

Separate brochure for every retailer, Promo-showcase
22

Advertising
BTL \ POS

23

Advertising
BTL \ POS

Advanced package used as POSM

24

Advertising
BTL \ POS

25

Advertising
BTL \ POS

26

Advertising
BTL \ POS

27

Advertising
BTL \ POS

28

Retail
Salesman interview

Ключевые моменты трех мини-интервью с продавцамиконсультантами в сетевых магазинах по продаже техники. •Высокая приверженность марке Dyson. Dyson – вне конкуренции и самая авторитетная марка. •В ответ на просьбу подобрать пылесос с аналогичной технологией по меньшей цене предлагаются пылесосы марок Bork, Samsung, Electrolux, Redmond и др. Vax не называется. Продавец всегда подчеркивает наличие фильтра в этих моделях и отсутствие – у Dyson. •В ответ на просьбу подобрать пылесос с моющей функцией называются Thomas, Zelmer, Ariette, Vax не предлагается.

29

Advertising
Internet

30

Advertising
Internet \ interactive

31

Key learnings
Advertising
• (ATL) . . • , • • . « •Bork « , » – POSM. Dyson, . …» Dyson : . : Pos, , . , , – – Samsung.

Bork –

32

Sorry, this slide includes con dential material.

Competitor’s positioning map
Russian market
Well-known

Out of range brand

Asia manufacture, Best price

European origin, Best quality

Unknown (no-name)
33

Message
Number 1, Leader
•Bosch – 1 •Electrolux – •Thomas: •Karcher – . Karcher . •Dyson – •Miele – •Bork: •Dyson = . Miele: Miele. , . Dyson 350 « – ». , 1 . , . .

•SAMSUNG Electronics •LG Electronics .

34

Message
German, British, European quality

• •Electrolux – •Thomas: •Karcher – •Dyson – •Miele – •Ariete –

1

Bosch. . . . . . .

.

35

Message
Technology & design

• • • • • • •

-

Dyson 350

36

Message
Ecology, simplicity

. . .

37

Message
No brand message

• •

. .

38

Key learnings
The Message
• . : • , – . • , « » \ , (
39

, – , , . , . .

: \ , . , Dyson , , etc). « Thomas.

\ »

, bionic filter,

Sorry, this slide includes con dential material.

Sorry, this slide includes con dential material.

Competitor’s positioning map
Russian market
Well-known

Cheap

Expensive

Econom

Middle-class

Upper-Middle Unknown (no-name)

Premium

Super-Premium

40

Sorry, this slide includes con dential material.

Purchase motivation
Information sources

,

. .

41

Спасибо

31 августа 2010 FWDBrands

Sign up to vote on this title
UsefulNot useful

Master Your Semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master Your Semester with a Special Offer from Scribd & The New York Times

Cancel anytime.