Successful repositioning
The brand harmonisation – a key element of the Geberit brand strategy – has been completed, with over 2,000 showrooms in Italy, France and the Netherlands fitted out with new bathroom products from Geberit.
Within just two years, the traditional ceramics brands Keramag, Allia, Sphinx and Pozzi-Ginori were replaced with the strong, international Geberit brand. This is the result of a huge amount of planning and preparation in virtually all business areas, thousands of visits to customers and countless hours of installation, not to mention prudent material planning in production and logistics.
The product range has been refined and is presented in an informative way.
The fight for showroom space
While the Keramag brand was being replaced in German-speaking countries and Central Europe in 2019, preparations also began in Italy, France and the Netherlands for the second phase of the project. This included a thorough revision of the product portfolio, with over 1,500 items removed from the range. The sales teams in the three markets then got to work at the start of 2020, replacing over 25,000 ceramic sanitary appliances in more than 2,000 showrooms.
“The consultants in the showrooms knew the Allia product range like the back of their hand. Despite the fact that we not only changed the brand but also the article numbers and product names, we did everything in our power to prevent showroom space from being lost to our competitors.” Bertrand Caron, sales manager at Geberit France
Positive customer feedback
What did the showroom operators and wholesale customers think of the whole process once the brand switch was complete? “We replaced over 10,000 ceramic appliances in around 900 showrooms. This not only greatly enhanced the presence of the Geberit brand in Italy, but also resulted in some very positive feedback from the customers,” concludes Silvia Del Vitto, Head Marketing & Product Management in Italy. Pieter Beulens from the sales team in the Netherlands comments: “Some of our customers acknowledged that everything ran with clockwork precision.”
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