Brand Name:Miele Industry Type:Retail / Consumer electronics / Domestic appliances Work Required: Marketing & Communication Strategy, Advertising, TVC Post Production Services, PR, Copywriting and E-Marketing Slogan: Immer Besser
Miele was founded in Germany in 1899 by Carl Miele and Reinhard Zinkann, and has remained an independent, family-owned company ever since. It started as a factory for washing machines/centrifuges and today is one of the giants of home-appliance manufacturing, especially focused on the production of built-in appliances. Miele has always particularly focused on the quality and durability of its products. This philosophy helped the company to be selected as the 2014 winner of “Most Trusted Brand” award by Reader’s Digest magazine.
In 2014 Miele needed a professional marketing service to connect with new target audiences in Albania, and to develop awareness of their many new products to increase sales. Vatra was proud to be chosen to work with such a well-established brand, and we were inspired to combine the strengths of this great brand with our own creative strengths as a company to implement an effective campaign.
Vatra proposed a detailed marketing plan to be implemented in the market gaps that were identified in the research phase. The campaign was to be executed using all available communication channels. Social media networks, the media closest to the product audience, direct contact with the consumers and good management were the mechanisms used to make the product evident for the public, accentuating quality and the experience of the company. Moreover communication bridges were built between the company and consumer, strengthening the presence of the brand in the Albanian market. The campaign also included TVCs, PR communication, and webpage design in the local language. This website is now the main digital showcase of the company in Albania.
“Our cooperation with Vatra was not the first for our company in the domestic market, but definitely the best. With maximum commitment from the staff and unmatched professionalism, Vatra gave a great impetus to our business by significantly increasing the audience for our brand.” – Mrs. Elona Kodra, Head of Sales at Electromagic ltd at Miele Representative for Albania.