The Problem
Unilock’s management realized that increased competition from new manufacturers and from big-box retailers such as Home Depot was driving down the price and margin of the products in the industry. Unilock determined to use its exclusive associations with European manufacturers to bring unique, higher-margin products to the North American market.
The Fix
Through extensive research, we identified that the female homeowner most often drives the design, product choice and budget of home renovations, and wants unique, high-quality products for her home and is willing to pay more to secure them. We determined to reposition Unilock as “high fashion for the home” with an emphasis on the unique products and possibilities offered by Unilock.
Television
Gives the target audience the visual effect of the high-quality products
Home Renovation Magazines
Reach an audience who are in the market for home renovations with gripping visuals with the tagline “Think outside the block.”
Free-Standing Inserts
POP displays setup to engage shoppers at the locations that carry the Unilock products.
Direct Mail
Used direct mail to communicate straight to the customer.
The Results
Unilock’s unique, high-margin product, The Designer Collection, have risen to represent 20% of sales, have a significantly higher profit margin and is the fastest-growing segment of the Unilock product line.
Services: Branding
20
Increase in Sales
14
Specific Markets Targeted
