Miele is Always Better. A successful brand re-launch strategy


Miele was born in Germany in 1899 founded by Carl Miele and Reinhard Zinkann. It started as a factory for washing machines/centrifuges while today is one of the giants of home appliances specially focused in the production of build in appliances. Miele has been an independent family-owned company since its establishment. Differently from similar companies around the world, Miele is focused on quality and durability of its products. This philosophy has repeatedly and recently in 2014helped the company to be selected as winner of “Most Trusted Brand” award by “Reader’s Digest” Magazine.

Year 2014 reached Miele with many new foproducts, which needed a professional marketing service in order to increase sales and Brand awareness in the Albanian market. The challenge for Vatra was difficult but also engaging and pleasing. Working with one of the most powerful brands in the world, naturally increases working and creativity levels of the company and especially helps the prestige of the company. Following a detailed analysis of the environment, targets of Miele products and communication language, Vatra proposed e detailed marketing plan to be implemented in the market gaps that were identified in the research phase. The campaign was to be executed with all possible means and techniques. Social media networks, medias 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 build between the company and consumer making the brand more then ever present in the Albanian market. The campaign included also TVCs, PR communication, web page design in the local language, which is now the main digital showcase of the company in Albania.

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