KILIMANJARO TILES – CASE STUDY 1. THE CHALLENGE The

KILIMANJARO TILES – CASE STUDY
1. THE CHALLENGE The South African tile market, while heavily competed, is dominated by the national footprint of CTM. CTM is known for consistent, reliable value for money, but the competitive environment demanded further differentiation in the CTM positioning to entrench and consolidate perceptions as the ultimate tile destination: •
•
Entrench and enhance the value quotient of the CTM brand. Establish an exclusive in-­‐house brand in the tile category. 2. OBJECTIVE Tiles are broadly viewed as a commodity. While they appeal to preferences in design, texture and colour, no tile manufacturer had successfully, and sustainably, created a brand following with a homogenous range. •
Conceptualise and launch a new tile brand that further entrenches CTM’s competitive market positioning and value perception. 3. STRATEGY Brand equity can be created in the packaging, a ‘look and feel’. True brand experience resides in the product. At the outset, the product intrinsics would need to fulfil on the brand promise, or rather, the best brand positioning is achieved by promising exactly what the product can deliver. CTM group affiliate, Ceramic Industries, supplies an extruded tile with an extra dense tile body. Once fired, it becomes as hard as granite. The product is ideally primed for high traffic interiors as well as weather resistant exterior use. Launching a new brand is strongest when it establishes a new category. It is a lot easier, and makes far more sense, to be seen as first to market, rather than compete as a challenger brand. In terms of tiles, this meant finding a style and product intrinsic that was not already established, or might easily be copied. With style replications reflecting mostly European sensibilities, such as a marble look, ornate graphic design, a sophisticated polished porcelain finish or rustic terracotta, a gap was identified to present specifically an Africa-­‐inspired range; in particular, a range that would “capture the African landscape”. There are several reasons why this resonates with the market: •
•
•
•
•
The broad demographic of South Africans enjoys an outdoor lifestyle and shares an emotional affinity with rural topography. The superlative durability of the product could confidently carry the notion of the rugged African landscape. The sheer diversity of African landscapes ensures a multitude of textures, styles and colours with which to extend ongoing product development. The fact that the tile is locally produced lends appropriate gravitas for brand credibility. The choice of the name ‘Kilimanjaro’ immediately leverages an internationally identified icon of African topography. 2
4. IMPLEMENTATION Kilimanjaro might well capture the African landscape, but a brand launch needs to capture the market’s imagination as swiftly and effectively as possible, with the requisite production value and exposure. Instead of having to seed the brand in store and harness incremental recognition, Kilimanjaro Tiles could be presented as an exclusive CTM brand and launched with immediate, national traction. Prime time television advertising piqued the interest. Prominent retail branding and merchandising closed the deal. Television conveyed the notion of bringing the great African outdoors into your home interior design. Once in a CTM store, you extended that concept into a wide range of African landscape tile options. A tile is no longer simply a commoditised look or style. It is a tangible replication of, and emotional connection with, an African landscape. 3
KILIMANJARO MOUNT MULANJE
NOW 99.90
PER M2 • 420X420MM • BOX PRICE: 159.84 • VT1KML80421A
STYLISH
NEW
RANGES
BRING THE
OUTDOORS,
INDOORS.
Nothing captures the rugged beauty
of Africa’s landscapes, like Kilimanjaro.
Now it’s easier than ever to get close
to nature with our latest range of rock
patterns, colours & textures.
KILIMANJARO SUDWALA CAVES
NOW 99.90
PER M2 • 420X420MM • BOX PRICE: 159.84 • VT1KSD31421A
TIMBERLAND
MIXED MOSAIC
WAS 119.90
ITHABA
MOSAIC
WAS 84.90
PER SHEET • 300X300MM
CFMO300PM0007
PER SHEET • 300X300MM
CFMO300PM0008
NOW 109.90
NOW 74.90
KILIMANJARO KAROO BEIGE
NOW 99.90
PER M2 • 420X420MM • BOX PRICE: 159.84 • VT1KKA30421A
ASH
KILIMANJARO WILDERNESS OAK
NOW 139.90
PER M2 • 710X280MM • BOX PRICE: 223.84 • VT1KWI30721A
TRIPOLI
BORDER
WAS 64.90
NEW
KILIMANJARO SCRAPWOOD
NOW 159.90
ITHABA
BORDER
NOW 59.90
NOW 79.90
NO
EACH
EACH
•
350X96MM
•
LATEST
GLOBAL
TREND
CFFA350PM0001
•
420X95MM
•
CFFA420PM0003
KILIMANJARO KNYSNA OAK
PER M2 • 710X280MM • BOX PRICE: 255.84 • VT1KSC21721
NOW 139.90
PER M2 • 710X280MM • BOX PRICE: 223.84 • VT1KKN31721A
QUARTZ
ANTRACITE MOSAIC
WAS 89.90
QUARTZ RUST
MOSAIC
WAS 89.90
PER SHEET
PER SHEET
NOW 79.90
•
300X300mm
•
FTMO0217
NOW 79.90
•
300X300mm
•
FTMO0216
KILIMANJARO TRIPOLI
WAS 89.90 NOW 84.90
PER M2 • 350X350MM • BOX PRICE: 127.84 • VT1KTR30351
KILIMANJARO
TRIPOLI
ANTI-SLIP
89.90
VT1KTR30352A
Organic Earth tiles are fired in the age-old tradition, adding superior strength
& durability to the range’s timeless, Italian terracotta look.
The original terracotta
COUNTRY FAIR
TOZZETTO MIXED
WAS 34.90
NOW 29.90
EACH • 100X100MM • DETZ00591
COLOURED
EARTH
RIVEN CLADDING
WAS 329.90
ORGANIC
EARTH
CALABASH
WAS 79.90
NOW 299.90
NOW 74.90
PER M2 • BOX
X PRICE: 164.95
FTCL0009
PER M2 • 330X330MM
BOX PRICE: 82.73 • NC1NCB330
Shop online 24/7 at ctm.co.za
facebook.com/CTM.SouthAfrica
CTM Store Finder: www.ctm.co.za/stores • Customer Care Line: 0800 010 810
4
VT1KWI20721A
5
5. RESULTS The Kilimanjaro Tiles brand is now well entrenched as a unique, CTM concept. Kilimanjaro Tiles launched off the back of CTM’s market dominance and, in turn, CTM now benefits from the association with an exclusive, premium brand tile. Sales of Kilimanjaro Tiles have grown exponentially to the point where supply is under pressure to meet demand. CTM customers now also ask specifically for Kilimanjaro Tiles by name. 6