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Competitors review
31 2010 FWDBrands
Retail
3 largest retailers + Mediamarkt
Retail
103 positions
Retail
103 positions
Retail
15 brands and more
Key learnings
Russian market
(12
16)
16 , .
Advertising
TV
Advertising
TV
Advertising
TV
10
Advertising
TV
11
Advertising
TV \ Sponsorship
12
Advertising
TV-activities 2008-2010
13
Advertising
Outdoor
14
Advertising
Outdoor
15
Advertising
Outdoor
16
Advertising
Outdoor
17
Advertising
Press
18
Advertising
Dyson PR campaign 2010
19
Advertising
Showroom \ Brand shop
20
Advertising
Showroom \ Brand shop
21
Advertising
BTL \ POS
Advertising
BTL \ POS
23
Advertising
BTL \ POS
24
Advertising
BTL \ POS
25
Advertising
BTL \ POS
26
Advertising
BTL \ POS
27
Advertising
BTL \ POS
28
Retail
Salesman interview
- . Dyson. Dyson . Bork, Samsung, Electrolux, Redmond . Vax . Dyson. Thomas, Zelmer, Ariette, Vax .
29
Advertising
Internet
30
Advertising
Internet \ interactive
31
Key learnings
Advertising
(ATL) . . , . Bork , POSM. Dyson, . Dyson : . : Pos, , . , , Samsung.
Bork
32
Unknown (no-name)
33
Message
Number 1, Leader
Bosch 1 Electrolux Thomas: Karcher . Karcher . Dyson Miele Bork: Dyson = . Miele: Miele. , . Dyson 350 . , 1 . , . .
34
Message
German, British, European quality
Bosch. . . . . . .
35
Message
Technology & design
Dyson 350
36
Message
Ecology, simplicity
. . .
37
Message
No brand message
. .
38
Key learnings
The Message
. : , . , \ , (
39
, , , . , . .
, bionic filter,
Cheap
Expensive
Econom
Middle-class
Premium
Super-Premium
40
Purchase motivation
Information sources
. .
41
31 2010 FWDBrands