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Grundfos

The development and launch of the Grundfos Plus marketing programme's pilot project.

Aim: To obtain the data necessary for the manufacturer’s quality management by encouraging European and Russian water supply and heating system installers to register the installed Grundfos pumps in the internet data base created especially for this purpose.

Main tasks:

  • To develop the structure of a new marketing programme.
  • To develop the functional core of the new programme – a WEB tool with a data base and an easy-to-use interface for both the target audience (the pump installers) and the programme coordinators.
  • To create the new programme’s identity.
  • To test the functionality of the newly created programme by launching the programme in Latvia with an effective communication campaign. The aim of the launch campaign is to promote the involvement of installers through becoming registered users of the programme.

The communication strategy of the Grundfos Plus programme’s launch campaign: to ensure a high level of involvement of water supply and heating system installers as well as use the professional pump stores in Latvia as the main communication channel.


Tactical solutions of the communication:

The marketing programme has been developed in accordance with the methodological process of new product development by first studying the needs and acumen of the target audience and ascertaining the specific aims and most significant communication points. The name of the new programme has been created taking into account that it will be used globally in many countries and has included the word Grundfos, which is highly recognisable within the target audience and has a high associative value. The logo has been created in accordance with the identity of the Grundfos brand. 
The main message: Become a member of the Grundfos Plus programme!

The Grundfos Plus website for registering installers and the installed pumps, as well as for storing the data and submitting warranty requests: grundfos.lv/grundfosplus

POS materials developed in accordance with the target audience’s acumen and shopping habits. 

The creative solution: attracting attention with a suitable visual image and encouraging text: If you’re a pump installer, extend the pump warranty period! Placement of large-scale posters on the automatic doors of store entrances as an effective means of attracting attention. The poster parts move as the doors open, thus helping to communicate the message.

Informative booklets at sales venues

WEB banner set: If you are a pump installer, EXTEND THE WARRANTY!

Apskatīt bannerus >

Grundfos Plus key visual photo shoot (14.05.2013)

Special instructions for staff in pump sales venues across Latvia

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