RADSON BRAND STRATEGY - User manual

Who wants
to heat your
business?


is to become the No.1 brand
in the heating industry
The strategy
We do.
         

          
      
        
         

The PURMO/RADSON
Management Team
Claudius Gramse

Dick Horsfall

Elo Dhaene

Tomasz Tarabura


Christian Björklöf


is based on customer input
The solution
on the essence
Focus  
 
 





Extensive research has identied the solution
 
      
     

      
    
     

        
      
     

From products to solutions
   
      
   



More than 1500 installers and wholesalers have helped
us identify the future demands for the ideal heating
solution provider.
A radiator is more than a radiator

     
     
      

  

  




    
   


The key elements in our high value solutions:
Range
• A heating supplier must ensure a prod-
uct range that covers all customer needs
and enables optimised solutions with
higher comfort and better performance
as a result.
Support and know-how
• Solutions need to be backed by exper-
tise. Purmo and Radson have the know-
how and will also be developing tools to
support solutions in the future.
Quality
• Product quality must be emphasised. As
part of the Rettig organisation, Purmo and
Radson provide a level of quality that is
higher than that of most other brands.
Our panel radiators are sold with a 10-year
guarantee as standard.
Interior solutions
• End-users perceive the current marketing
materials from radiator manufacturers
as uninspiring – even boring. We need to
encourage them to choose value added
solutions and we can do just that with
the new inspiration and selection tools
offered by Purmo and Radson.
 
 
 

will be of benet to everyone
The results  
 
 

        

     

    
    
       


    

       



Joint forces create strong impact


  


       

     
     




  
End-users win 
Installers win 
Wholesalers win 
and be strong
Unite  
 
 
Norman Bustin


Markus Reiner


Christophe Latapie


The new brand map
      
 
      
       




       






          


Rob Hermkens


Jan Ekwall


Jacek Luzac


Olivier Schmitz


Koos van der Zanden


Marica Mikovic


Wojciech Makowski



look and feel
The brand  
 
 
   

             






   




 


  
     


      
     


     

        
    
    

    

    



   
      



     

      

     
     

Logo design
      

 


      
      

  
  

W e do
.
People have had a passive attitude to heating for f ar too long.
And we think it’s time to do something about it. We believe
there is much more to radiators than just heat, and we want
to tell the world about the almost infi nite amount of options
when it comes to design, colour and functionality.
If you would like to learn more about just what we’re doing
to put heating on the agenda, join us in the Purmo/Radson
Hot Box at ISH Frankfurt, 6-10 March 2007.
Together we c an fr ee t he wo rld o f gr ey and inade quate
heating solutions!
Visit the Purmo/Radson Hot Box at
ISH Frankfurt a. M
6-11 March 2007
Hall 8.0 Stand L 66
Who cares about heating?
Enjoy
the
scenery
WWW.RADSON.COM
Hex ea am nibh et lam dolore tie tet ulpu-
tat, vendipsusto corer augiamet praesed
minisl eril ilisi. Pat ad duismol endipisfg
modolum auguerostrud tetuerc iliquijhh
blamconsed eum volore mod dolor sums
nonsequ ationsequat, velisi blandre duis
nosto dit at, vulla adio ea conulla orperit
laorper cilit, cor in ut nim et praestrud.
d.olutpating eugiat. Mincilis acin hendip-
isse el ulluptate tie tat.
The Warm Society
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Who cares
about
heating?
CONCEPT BROCH URE
Technical
brochure
CONCEPT BROCHURE
PRODUCT BROCHURE
Who cares
about
variety?
in The Warm Society
Communication 




   

Ads


Brochures
     


Web

      




POS
      


ISH Exhibition





Campaign Plan January 07 February 07 March 07 April 07 May 07 June 07 July 07 August 07 September 07 October 07 November 07 December 07
2007
Wholesalers
Direct Mail
Brochure
POS
Website
Event
Installers
Direct Mail
Ads
Insert
Brochure
Website
Event
Panel LeadershipThe Warm Society
TheWarmSociety
LIVINGIN
TheWarmSociety
LIVINGIN
TheWarmSociety
LIVINGIN
TheWarmSociety
LIVINGIN
TheWarmSociety
LIVINGIN
The brand
marketing plan






   

Media strategy
     

 
      

Key marketing elements, 2007












Purmo, Rettig Park, Drum Lane, Birtley, County Durham, DH2 1AB
Phone Sales: Tel [phone]. Fax [phone]
Web: www.purmo.com. E-mail: [e-mail]
