We congratulate Geberit on winning the Red Dot Design Award sanitary brand 2020 in the Brands & Communication Design category for the successfully implemented B2C positioning concept "Design Meets Function".Read more
Strong B2B brand attracts attention with its B2C position
Geberit is the European market leader for sanitary products. The group, headquartered in Switzerland, employs almost 12,000 people worldwide.
Years ago, Kunde & Co created a positioning for Geberit for technical concealed solutions on the professional sanitary market. The “Know-how installed” concept still shapes the company's B2B profile today. With the takeover of Sanitec with numerous European brands in 2015, however, additional positioning towards B2C-oriented target groups such as homeowners, architects and interior designers became necessary - after all, Geberit could now also offer complete bathrooms.
From the beginning it was clear that the positioning with end-customers should be based more on inspiration and design. However, the question arose as to how this could best be implemented. A comprehensive market analysis made it clear that most of Geberit's competitors are competing within the luxury, wellness and design market without any particular USP.
In contrast, there are only a few competitors who also emphasize the function of their products in their communication, but which customers would be absolutely interested in. In particular, studies have shown that for many customers it is important to know how easy it is to clean a bathroom. Based on this knowledge and broad expertise in the area of branding of interiors, Kunde & Co was able to give strategic recommendations for values and a forward-looking position.
Good and consistent design opens the doors to the bathroom market. All competitors try to position themselves in this area, while only a few concentrate on the functional advantages that numerous customers also want. Based on Geberit's traditional past as an absolutely solid company with functional products, the solution is to be found at the meeting point of design, technology and function.
This is expressed through the slogan “DESIGN MEETS FUNCTION”. This makes it clear that Geberit knows how to combine its high-performance, innovative and complete solutions with important values such as timeless and universal design and a high level of comfort. This makes their solutions particularly user-friendly and easy to clean.
Geberit's unique B2C position is visualized in a logo quadrant, which calls to mind the company's B2B marketing and its well-known positioning: Know-how installed. This creative solution concept “DESIGN MEETS FUNCTION” marks the highlight of communication towards the new core target group and ensures recognition value for existing B2B customers.
- Positioning strategy
- Market analysis
- Brand position
- Brand concept
- Visual identity
- Key visuals
- Design manual