MAKING THE CASE FOR DIVERSE BRANDS IN ONE PORTFOLIO
If we’re talking kitchens, we’re talking DMG. They are the European market leader with several kitchen brands in their portfolio, each targeting another section of the retail market. Having secured this comfortable position, the challenge resides in staying there and nding ways to reach these separate audiences yet retain each brand’s specific identity.
HOW COULD WE BE OF SERVICE?
One conundrum to be taken into account, was the one of the so-called moving target. One does not buy a kitchen like one buys a can of coke at the local deli. In each targeted niche, only a small percentage of the target audience is looking to buy a kitchen at that particular point in time. The goal then, of course, would be to build brands that last and will be top of mind when potentiel clients are out on a spending spree. Because a housewife and a wannabe Nigella Lawson foodie don’t speak the same language, we needed to make their language ours and find ways to communicate the strengths of each individual brand. That meant a different set of rules to play by, different media and the right tone in copy and graphic design to distinguish every retailer from its nephews on the crowded kitchen market.
WHAT HAVE WE DONE?
The first brand, SieMatic Keukenontwerpers or SKO for short, has the advantage of being able to use SieMatic’s household name to court its clients. Using this premium brand image as a trigger, we invested in redesigning the ve retail points to suit the stylish kitchens they showcase. Next, we invited clients to the grand opening, along with top chefs, renown architects and baristas. To retain this premium clientele’s attention, we inserted a branded magazine in their favourite media a few weeks after the event. Keukenmaxx, which appeals to a broader audience, fully plays the card of reasonable prices and completely customised kitchen designs. Taking the fashion world as an example, Keukenmaxx now releases seasonal collections, offers made-to-measure designs and is one step ahead of every trend. Customers designing their own kitchen, starting from a white sheet of digital paper. The online moodboard application even allows them to pin ideas and images that inspire them to create a kitchen that suits their exact needs.
AND THE RESULTS ARE
For DMG, the whole case revolved around finding ways to make interaction with the consumer more tangible. We have sharply delineated the separate target audiences and carefully chosen media and resources that would allow us to reach even the most elusive ones. The result consists of a set of fully grown brands who perfectly balance one another out and are thus an added value to their mother company.