VAX vacuum cleaners

Competitors review

31 2010 FWDBrands

Retail
3 largest retailers + Mediamarkt

Retail
103 positions

Retail
103 positions

Retail
15 brands and more

Key learnings
Russian market

(12

16)

16 , .

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

Advertising
TV

Advertising
TV

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

- . Dyson. Dyson . Bork, Samsung, Electrolux, Redmond . Vax . Dyson. Thomas, Zelmer, Ariette, Vax .

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.

Competitors 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

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.

Competitors 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

31 2010 FWDBrands