This document presents the communication study carried out by the Sollac Company of the Arcelor group in an attempt to enlighten the public about its innovative STYLTECH concept in construction.
Extract: "Sollac has introduced STYLTECH, an innovative concept of an inherent quality to make it attractive. However, the concept remains confined to the industrial domain and has not managed to penetrate the retail market.
The latter knows little about the steel-frame structure and associates it with an element of danger. Moreover, Phoenix Homes holds the monopoly of the market with a very aggressive marketing style. Sollac will thus have to resort to mass communication.
How can the company convince the professionals and the general public about the relevance of STYLTECH concept with households harboring a negative image of it and the lion's share of the market enjoyed by their competitor Phoenix Homes?"
Credibility needs to be given to the concept and the technical and objective evidence needs to be highlighted, like the ISO and the group Arcelor.
Tags: Sollac Company's communication study of the Arcelor group, the STYLTECH concept, market position of Phoenix Homes
[...] ¬ Internet: interactive The non-choice ¬ Display: you cannot argue and it's an expensive media ¬ Radio: no visual can be a major drawback. ¬ The movie: too expensive II.Choice of means non-media For the target public: ¬ Fairs: for it is the meeting place of supply and demand. Fair Housing, Real Estate . [...]
[...] It will also allow us to argue and to visualize the concept to visualize the target. At the end of the spot we will mention the website address to provoke inquiries which we will create a file of prospect. TF1 and M6 channels because they are in prime time. ¬ Media: this choice is forced upon us The PQR: to promote the visit model homes and living rooms. We will use the system to reach PQR66 France. More readership is wide, allows the argument. [...]
[...] Distinctive: ¬ This is the only one that is not fixed, it is scalable unlike its competitor Credible: ¬ It benefits from the ISO and it took the gold medal of creativity from Batimat ¬ This is a system that allows great architectural freedom Sustainable: ¬ People want a different house from the other The objectives The overall objectives Triple the number of authorized construction companies and increase market share of Styltech Objectives Cognitive: ¬ Develop awareness of the concept to the general public. ¬ Make the advantages known of the concept in terms of speed, security, development ¬ Make known the services offered by SOLLAC and also show companies and architects that they can become familiar with the concept. Emotional: ¬ We must cancel the brakes i.e. the poor perception of the concept to the general public. [...]
[...] construction ¬ Phoenix has a very strong market share, it has huge financial resources and all this leads to a very strong reputation as assisted than spontaneous. DEMAND It is those who want to become homeowners Expectations Brakes ¬ On product, scalable and ¬ Misperception of the concept with good quality. 1.2 Diagnosis Sollac has Styltech with its innovation and quality makes it attractive to own. However it remains confined to the industrial field and cannot penetrate the retail market. These unfamiliar structures in steel frame have an image of danger. More houses Phoenix monopolize the market with a very offensive communication. [...]
[...] PRODUCT Strengths Weaknesses ¬ This is an innovative ¬ The product is poorly known concept because it received the gold and little used by public medal on the Batimat ¬ Negative representation in ¬ There are cost control, the the collective unconscious architectural freedom, a concept that is sure ¬ Scalable concept PREVIOUS COMMUNICATION Strengths Weakness ¬ It has a file of 10,000 ¬ Lack of communication, only addresses. one communication BTOB that does not ¬ There is a competition to affect the general public. architects it is fun and original ¬ Only product sheets so we that helps to educate the target did no real motivation for the sales force. THE MARKET Strengths weaknesses ¬ Growing market and new ¬ The market is competitive construction growth COMPETITION Job Opportunities THREATS ¬ Phoenix products are middle ¬ Significant generic and low-end that cannot easily competition of traditional scale. [...]
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