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Vax

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by

Paul Ralphs

on 29 January 2014

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Transcript of Vax

Vax
Current Marketing
Increased investment in 2013

Mainly TV advertising

Also hold Twitter, Facebook
and You Tube accounts

Blog
Consumer
Market
Competitors
History
What is a Vacuum Cleaner?


1860
1901
1905
1906
1907/8
Market Trends
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
Recession
Now
Non-essential
Market value fell
Increase in entry level products
Longer warranties

Greater awareness of product development
Market Value rising (2012)
Marketing strategies changing
Improving functionality
Who?
UK's best-selling floorcare brand

Comprehensive range of vacuum cleaners

Rich heritage

Part of the largest and fastest growing global floorcare group TTI

Consumer focused company
Culture
Vacuum Cleaners
Uprights
Air
LiFE Unplugged
Power
Mach
White
Dual
Rapide
All Terain
Hard Floor
White Stick
Steam Cleaners
Solutions
Carpet Cleaners
Cylinders
"Performance is everything."
"You're Home."
Challenging, fun and fast moving

Ambitious

Strong collective sense and shared purpose

Family feel
Brand Image
High performance

Consumer Orientated

Caring

Purposeful
The Four Types of Cleaner
Reluctant Domestic
Busy

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
Clutter Hater
Clean

Organised

Efficient

Requires storage options
Little and often
Continuously cleaning

Can't stop once gets going

Cleaning becomes a vocation
Target Consumer
UK - Nationwide

Mother

25-34 yrs

Busy lifestyle

Family and Pets
Makes planned purchases

Looks at performance factors

Looking for a Vacuum Cleaner that can help their lifestyle
20%
8%
X%
£150-£350
£30-£250
£30 +
Strengths
Clear target market

Broad product range

Innovative products

Positive work culture

Growing company
Weaknesses
Average social media coverage

Average brand awareness

Cluttered Website
Opportunities
Develop product range

Improve online presence

Improve brand awareness


Threats
Product improvements among rivals

Longer Warranties

Cheaper Own Brand Products
Bigger marketing campigns
If Vax were to launch a
new range
of
handheld

vacuums
into the UK market, what should this range be and how would they be
positioned
?
1
2
3
Purpose -
To create a simple handheld vacuum-cleaner that makes life simpler.
Product
Simple colour scheme
Simple design
New image
Bendable nozzle that will set in desired position
Used in conjuction with current product
Fits around the hand
Light as possible
Place
Sold along side current products

Stored on the wall

Greater push to sell online
Price
High end of the hand-held price range

£60-£100

Justified by innovation and functionality
Promotion
TV marketing campaign

Social media promotion

Value package with up-right model
People
Young professionals

Busy lifestyle

25-34 years old

Appeals to broader range
History

Market Summary

Vax

Competitors

Consumers

SWOT analysis

Opportunity exploration
Market Overview

Vax

Competitors

Potential Opportunity
Vax Bend
Mintel, 2010
Euromonitor, 2012
Full transcript