"Geberit transfers its knowledge"
Heidi Bucher, Head of Marketing and Communications, and Fred Veron, Head of Marketing, discuss their strategy.
Heidi Bucher, Head of Marketing Communication, and Fred Veron, Head of Marketing, on their strategy.WW How is Geberit positioned in advertising and marketing?Veron: We are the number 1 in sanitary technology and want to appear as such. But exaggeration does not suit us.
Geberit is present in almost every quiet corner, but why is the logo hardly ever seen in advertisements, on posters or in commercials?Veron: Geberit advertises primarily in trade media, because our customer is usually the craftsman, planner or architect, rather than the end consumer.
Bucher: We defined our position on the basis of internal and external surveys. We asked sanitary plumbers by name what values they associate with Geberit. Quality, innovation, partnership and reliability were at the top of the list. We then differentiated these terms for Geberit and narrowed them down to innovation, knowledge and integration.
How do you use the results of the survey for marketing and advertising?Bucher: We were looking for an implementation that would represent these core values specifically for Geberit. So through a long internal process we came up with the term: "Know -How Installed."
Veron: Geberit offers "intelligent" installations in sanitary technology. 32,000 products from the perfect cistern to sound-insulated waste water pipes. We explain the new marketing concept to employees in an internal brochure. In the breviary for our customers, we show in pictures and words what we mean by "Know-How Installed".
What does the new appearance mean for Geberit?Veron: We want to install our know-how with the customers, but for us the term also essentially means "training". Geberit transfers knowledge and skills in free training courses year after year to around 20,000 plumbers and other professionals all over the world. This is costly but targeted marketing.
And how does the target audience find out about the new campaign?Veron: The "Know-How Installed" icon is applied in advertising in trade magazines and on the products. The blue square echoes the blue square of the Geberit logo. In advertising, "Know-How Installed" is consistently shown with a product and together with the Geberit logo.
Bucher: Geberit used to work with different slogans depending on the product, but now we have created an all-encompassing USP. We have already introduced the icon in 18 countries; the concise message is understood in all languages. The advertising is realized centrally and still adapted individually in the individual countries.
What tipped the scales in favor of the Kunde & Co agency?Veron: The agency, which works in Copenhagen and Zurich, has an excellent track record in branding. Our concept is to also integrate the newly acquired companies into the advertising and branding concept and thus create a unified presence.
How much does Geberit spend on advertising and marketing communication?Veron: It is difficult to name a percentage of sales (around 1.9 billion in 2004) because training is an important marketing tool. The total costs for advertising and marketing are probably less than two percent of sales. However, if you convert the advertising costs to the individual installer, they are respectable.
Geberit is present in almost every quiet corner, but why is the logo hardly ever seen in advertisements, on posters or in commercials?Veron: Geberit advertises primarily in trade media, because our customer is usually the craftsman, planner or architect, rather than the end consumer.
Bucher: We defined our position on the basis of internal and external surveys. We asked sanitary plumbers by name what values they associate with Geberit. Quality, innovation, partnership and reliability were at the top of the list. We then differentiated these terms for Geberit and narrowed them down to innovation, knowledge and integration.
How do you use the results of the survey for marketing and advertising?Bucher: We were looking for an implementation that would represent these core values specifically for Geberit. So through a long internal process we came up with the term: "Know -How Installed."
Veron: Geberit offers "intelligent" installations in sanitary technology. 32,000 products from the perfect cistern to sound-insulated waste water pipes. We explain the new marketing concept to employees in an internal brochure. In the breviary for our customers, we show in pictures and words what we mean by "Know-How Installed".
What does the new appearance mean for Geberit?Veron: We want to install our know-how with the customers, but for us the term also essentially means "training". Geberit transfers knowledge and skills in free training courses year after year to around 20,000 plumbers and other professionals all over the world. This is costly but targeted marketing.
And how does the target audience find out about the new campaign?Veron: The "Know-How Installed" icon is applied in advertising in trade magazines and on the products. The blue square echoes the blue square of the Geberit logo. In advertising, "Know-How Installed" is consistently shown with a product and together with the Geberit logo.
Bucher: Geberit used to work with different slogans depending on the product, but now we have created an all-encompassing USP. We have already introduced the icon in 18 countries; the concise message is understood in all languages. The advertising is realized centrally and still adapted individually in the individual countries.
What tipped the scales in favor of the Kunde & Co agency?Veron: The agency, which works in Copenhagen and Zurich, has an excellent track record in branding. Our concept is to also integrate the newly acquired companies into the advertising and branding concept and thus create a unified presence.
How much does Geberit spend on advertising and marketing communication?Veron: It is difficult to name a percentage of sales (around 1.9 billion in 2004) because training is an important marketing tool. The total costs for advertising and marketing are probably less than two percent of sales. However, if you convert the advertising costs to the individual installer, they are respectable.
