Creatinga strong brand - example of Green Home

Résumé du document

Green Home is a Swedish company created in 2001, it specializes in Kit houses, more precisely the mission of the company is to create and build ecological houses. The brand makes an authentic connection between its 'green' products and its sustainable business practices and policies. The two investors knew the ecology industry well; they both worked in this sector for ten years. They decided to create this brand because property prices were growing and also because of the environmental aspects which were essential in our world. At the beginning, there were only 15 people in the company. In 2009, Green Home employed more than 70 employees in 2 different countries in Europe: Sweden and France. The headquarters is situated in Stockholm. The values of the company are ecology, economy, quality and rapidity.

Extraits

[...] For this reasons, they made a loyalty program, where buyers who invite new customers will have free upkeep and promotion on new technologies like windmill in their own house. In their website; they made a forum where people can discuss about their project and proposes new ideas, in order to be closer with his customers. Word of mouth is really crucial in this sector; the aim is that people obtain an ecological vision and keep it. They made customer satisfaction survey; the results showed a great customer satisfaction and also that Green Home had a good after-sales service. [...]

[...] To communicate the brand, they used the same way than in the domestic market. They participated in many events like Wood show or Home show in Paris. They created a new version of the website in French, also they used press like French newspapers or magazine specialized to promote the brand. The IKEA co-branding has also permitted to promote brightly their brand. Generally, the strategy has permitted to enter in the French's market by maintaining a strong control and minimizing the risks. [...]

[...] Communications To promote their brand, they employed different ways of communication. Firstly, they used magazines specialized in ecology like Ecologist”, “E-Magazine” to communicate their product. Also, they made lot of events like ecological show, wood show, to present their brand's values. They made an attractive and modern website translated in 3 languages: Sweden, English and French. In the website, customers can consult the catalogue' houses, create their future houses, ask for an estimate and interact with others persons in the forum. [...]

[...] They created the brand IKEA Green, by keeping the brand name of IKEA because it's a powerful brand and more recognized than Green Home. The product launched was a log cabin ecologic which will be selling in the IKEA Stores. Green Home used all his technical know-how, his quality's wood and labels like FSC (Forest Stewardship Council). In other part, IKEA used his brand image and his price policy to launch the product. For both, it was a great opportunity because they had the same target: people who were interested by low prices and environmental aspects. [...]

[...] Their positioning corresponds exactly with the company's values. Physiological and Social Factors The brand has quickly understood that it was more important to emphasis on the symbolism and brand personality than in the product itself. Generally, these factors had influenced consumer behaviour. The brand can satisfy different types of needs as we can see in the Maslow's pyramid. Firstly, the brand assured safety needs, by proposing property. The belonging needs are primordial because the customer would like to appertain to social groups like “Ecologist” or to follow a Green lifestyle. [...]