A stronger Profile
VEKA is a manufacturer of uPVC window profiles. Their customers are window manufacturers who traditionally supply windows to developers and builders. Smaller projects are managed through local dealers with their installation teams.
VEKA teamed up with JungleFish to define the right messages for their products, services and partner network. A new brand for the online platform, print material and other collateral was created, that speak directly to home owners.
Objective
Support window manufacturers and their dealers in reaching home owners with targeted and VEKA branded communication
The Challenge
Brands that are successfully operating in a Business-to-Business market often face difficulties when they are trying to communicate to the end-user directly. Understanding home owner’s information needs and decision-making process is key to create the right message and find the right tone in communication.
Brand Architecture
To bring together end-users and VEKA partners, a new umbrella brand “VEKA uPVC” was created that allows VEKA partners to present themselves on a new online platform. The tagline “德国维卡门窗系统” specifies product range and brand background: the German specialist for windows and door systems. The integration of this descriptive message into the brand logo ensures that end-users get a quick understanding what this is about.
The Right Message
Unlike all other communication material VEKA China was using before, the new project required to study the purchasing process of a window from end-user perspective. Competitor research revealed, that most brands are very secretive when it comes to pricing and many end-users feel very insecure about the cost. One-on-one interviews with selected home owners revealed their information needs and desires.
In further discussions with the VEKA China team we created a communication strategy for the new B2C business with these key points:
- Cost Transparency: explain what features affect the price and put a reference price out
- Simplicity: provide a quick and effortless tool to receive non-binding quotes for clients’ concrete needs
- Communicate and illustrate the key advantages of VEKA uPVC profiles in comparison with other materials like wood or metal
- Connect: Support window dealers in connecting directly with home owners
Online Platform
The result of this strategy is the new online platform, which addresses VEKA partners (independent window manufacturers) as well as end-users in China.
An entirely new offering in this market is the online cost estimate of typical windows with an explanation on how different profile materials affect the price. Together with a quick-quote module, this new transparency educates the end-user and provides them with an overview of the benefits and costs to be expected when renovating windows.
VEKA partners can, after achieving VEKA training and certification, become listed on the platform and will directly receive request for quotes from end-users: a “quick quote” module guides users, step-by-step through the windows configuration process, and connects them with VEKA partners in their area.
Full range of marketing material
A new partner brochure, stationery and shop signage enables VEKAs partners to communicate consistently and convincingly with end-users.
