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Competitors review 31 августа 2010 FWDBrands 3 largest retailers + Mediamarkt 3 Retail 4 Retail 5 Retail 6 Key learnings Russian market . 7 TV 8 TV 9 TV 10 TV 11 Advertising 12 TV-activities 2008-2010 13 Outdoor 14 Outdoor 15 Outdoor 16 Outdoor 17 Press 18 Advertising 19 Advertising 20 Advertising 21 Advertising Separate brochure for every retailer, Promo-showcase 22 Advertising 23 Advertising Advanced package used as POSM 24 Advertising 25 Advertising 26 Advertising 27 Advertising 28
Citation preview
VAX vacuum cleanersCompetitors 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
• - : 16 .
,
(12 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
22
Separate brochure
for every retailer,
Promo-showcase
Advertising
BTL \ POS
23
Advertising
BTL \ POS
24
Advanced package
used as POSM
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 продавцами-
консультантами 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
29
•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.
Advertising
Internet
30
Advertising
Internet \ interactive
31
Key learnings
Advertising
• – Samsung.
(ATL)
. –
.
• : , ,
, .
32
• Dyson : Pos- , , .
•
.
« …»
•Bork Dyson,
« » . Bork –
, – POSM.
Sorry, this slide includes con�dential material.
Competitor’s positioning map
Russian market
Well-known
Out of range brand
33
European origin,
Best quality
Asia manufacture,
Best price
Unknown
(no-name)
Message
Number 1, Leader
•Bosch – 1 .•Electrolux – 1 .•Thomas: , - .•Karcher –
. Karcher .
•Dyson – « ».•Miele –
- . Miele: – ,
34
- . Miele: – , Miele.
•Bork: •Dyson = , Dyson 350
.
•SAMSUNG Electronics -
•LG Electronics - .
Message
German, British, European quality
• Bosch. .•Electrolux – 1 .
35
•Electrolux – 1 .•Thomas: .•Karcher – .•Dyson – .•Miele – .•Ariete – .
• - •• •
Message
Technology & design
• • -
• Dyson 350
•
36
Message
Ecology, simplicity
37
.
.
.
Message
No brand message
38
• .
• .
Key learnings
The Message
• ,
. – .
: , .
• , ,
– .
39
– .
,
.
• : \
, \ , . « »
« » - , Dyson Thomas.
\
, ,
( , bionic filter, , etc).
Sorry, this slide includes con�dential material.
Sorry, this slide includes con�dential material.
Competitor’s positioning map
Russian marketWell-known
40
ExpensiveCheap
Unknown
(no-name)
Econom Middle-class Upper-Middle Premium Super-Premium
Sorry, this slide includes con�dential material.
Purchase motivation
Information sources
41
,
.
.
Спасибо
31 августа 2010
FWDBrands