Submitted by: Submitted by sdisa001
Views: 633
Words: 330
Pages: 2
Category: Business and Industry
Date Submitted: 06/10/2011 11:33 AM
STIHL
Challenge: Stihl is a German manufacturer of premium outdoor power equipment and maker of the world's number one selling brand of chain saw. Known as a brand for professional users, Stihl only sells through small, independent servicing dealerships.
The Stihl brand, which includes such consumer products as chainsaws, grass trimmers, leaf blowers, and hedge trimmers, is not popular among suburban homeowners due to its premium price and the perception that it is more convenient to shop at mass merchandisers than at small, independent hardware stores which sell Stihl tools. The key challenge of the marketing campaign was to develop the white collar suburban market.
Insight: In talking with consumers, we learned that many are disappointed with inexpensive outdoor power equipment that they bought at mass merchandisers. They are ready to pay a little more for something that lasts - something that keeps its promise of performance and durability.
In the sea of white-collar suburban homeowners, we found a core group who choose to do their own yard work because they like the physical exertion and the proud sense of accomplishment they feel when their yards look good. They like the feeling they get when using high quality, powerful equipment that runs smoothly and gives them the confidence to quickly and easily tackle the challenging jobs they like to undertake. These "Professional Homeowners" are primarily males aged 30-54 with household incomes of $75,000+, and that they are opinion leaders for many of their neighbors who admire their immaculate yards and professional gardening equipment.
Strategy: Positioning Stihl as "the only brand of professional outdoor power equipment that is available to consumers" makes the brand an aspirational purchase for the growing segment of suburban homeowners who are dissatisfied with poor quality tools, while creating a platform for advertising messages that resonates with Professional Homeowners - the opinion leaders of their...