The company has extensive market experience, has good relationships with dealers but does not have a key brand, has not clearly defined the brand and
Challenge
- Premier was newly formed, and has not yet carefully prepared a “practice” roadmap because PREMIER is positioning itself as a SOLUTION HOUSE
- The brand has not been launched yet – Alualpha is still under the company name An Lap Phat (ALP)
- ALP is a distributor of Ynghua, but does not distribute the remaining Ynghua brands developed later, and ALP also has its own brands Dai Tan, Fuji.
Reposition the brand according to quality, construction design, and beauty
Strategy
Form and segment customer portraits into 5 different groups including Distributors/ Dealers, Main Contractors, Subcontractors, Lanlords and End-users
Build a 7P marketing mix model
Communicate who AluAlpha is and what it offers Product Value Proposition to customers
Result
- Yng Hua – Taiwanese standard high-quality aluminum brand. Exclusively distributed by ALP
- Dai Tan – Durable aluminum brand, using high quality interior and exterior aluminum
- Fuji – Cost-effective aluminum brand.
- VIC- International class aluminum door solution with German standards. Senior strategic partner of Schueco Vietnam
- Pramier- Aluminum solution for all high quality interior and exterior designs.
- Innovative architectural design style with outstanding quality and high aesthetics.
