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Vileda: marketing plan for the brooms category
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By the early years of 2004, Vileda was just another brand of household products in Portugal, competing in the Brooms segment with a trifling range of two brooms and two shovels. Until then, this segment was loaded with rudimentary and undifferentiated products, where significant innovation had still not arrived. Fapil was the category leader, competing with a large range of traditional Brooms. Unsatisfied with this situation, Vileda’s objective was clearly to be category leader. So, Vileda engaged in intensive market research, in order to explore market trends and unsatisfied needs. This research’s outcome was the starting point that was missing, and opened the highway to the segment podium. With the introduction of the DuActiva in 2005, Vileda reached the leadership of the Brooms category. The product was a great success, being largely adopted by consumers. Vileda put an enormous marketing effort on the launch of the DuActiva, which was the first Broom to have TV advertising in Portugal. As a result, this category, that until then was declining, started to grow. This was just the first signal that something was changing within this market. Consumers’ needs were moving towards an increasing valorisation of innovation and convenience. So, Vileda readily incorporated this signal to define its next strategic move. In 2006, the Electric Broom was introduced, with the objective of reinforcing leadership and category growth. Similar to the launch of the DuActiva, communication tools such as advertising and point-of-purchase promotions were the main media used. However, this introduction was penalizing for the DuActiva, which sales fell largely due to the loss of focus.
For the forthcoming year of 2008 a new challenge arises for Vileda’s executives. This market had become quite competitive and Vileda’s share had stagnated. But Vileda wants more. With this plan, we want to become irrefutable category leaders, with a cutting edge offer that would allow reaching a share of at least 35% in the next 3 years, almost twice as much as Fapil’s, the second major player.
This will be made possible by re-launching in 2008 both the DuActiva and the Electric Broom, with relevant innovations that consolidate the premium image of the brand and meets the consumers’ needs for quality and convenience. We will adopt a neutral pricing strategy. Even so, as premium products, the DuActiva and the Electric Broom will be priced relatively above the main competitor’s, at price points of €8 and €40. An integrated communication plan including TV advertising and point-of-purchase promotions will be designed to support the re-launch of these two products. The distribution formats where these products will be commercialized are Hypermarket, Supermarkets, Cash & Carry’s, and now also Discounts.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the Faculdade de Economia da
Universidade Nova de Lisboa