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Transcript of Vax
Increased investment in 2013
Mainly TV advertising
Also hold Twitter, Facebook
and You Tube accounts
What is a Vacuum Cleaner?
Consumers keep their vacuum cleaner until broken.
Increased number of people living alone
Product development into new areas of the market
Online purchases low
Low brand loyalty
Increase in hard-flooring
Desire for more easily stored models
Market value fell
Increase in entry level products
Greater awareness of product development
Market Value rising (2012)
Marketing strategies changing
UK's best-selling floorcare brand
Comprehensive range of vacuum cleaners
Part of the largest and fastest growing global floorcare group TTI
Consumer focused company
"Performance is everything."
Challenging, fun and fast moving
Strong collective sense and shared purpose
The Four Types of Cleaner
Not a 'clean freak'
Needs a tool to make it easier
Everything in its place
Very Clean (Obsessive)
A lot of time spent here
Likely to take care when purchasing
Requires storage options
Little and often
Can't stop once gets going
Cleaning becomes a vocation
UK - Nationwide
Family and Pets
Makes planned purchases
Looks at performance factors
Looking for a Vacuum Cleaner that can help their lifestyle
Clear target market
Broad product range
Positive work culture
Average social media coverage
Average brand awareness
Develop product range
Improve online presence
Improve brand awareness
Product improvements among rivals
Cheaper Own Brand Products
Bigger marketing campigns
If Vax were to launch a
into the UK market, what should this range be and how would they be
To create a simple handheld vacuum-cleaner that makes life simpler.
Simple colour scheme
Bendable nozzle that will set in desired position
Used in conjuction with current product
Fits around the hand
Light as possible
Sold along side current products
Stored on the wall
Greater push to sell online
High end of the hand-held price range
Justified by innovation and functionality
TV marketing campaign
Social media promotion
Value package with up-right model
25-34 years old
Appeals to broader range