B2B BRAND POSITIONING FOR MEPA - Pauli und Menden GmbH

Better in detail

MEPA – Pauli und Menden GmbH is an owner-managed SME that mainly produces and sells bathtub installation technology and pre-wall elements. The challenge: the brand is synonymous with bathtub installation in the industry – the target group of plumbers, on the other hand, is far from being sufficiently aware of the advantages of MEPA when it comes to pre-wall installation. The solution was to develop a stronger, sharper brand positioning that conveyed the new image and placed the brand within the target group’s line of sight. A clever alternative for bright plumbers who don't go with the flow.

Strong launch campaign

For the rollout of the new brand world, zuk. created a dynamic landing page as well as strong, emotional motifs that serve as a campaign platform to succinctly convey what sets MEPA apart from the competition.

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zuk.-services for MEPA's brand positioning

B2B Brand Workshop

To kick off the new brand positioning process we ran a brand workshop at which we co-developed a MEPA brand compass to serve as the basis for the communication concept. We followed this up with a second workshop involving representatives from the sales department – here we put the focus on the core messages that are to be the focus of future communication. The entire content is later fed from its results. The first creative result: the new company claim "MEPA - better in detail".

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Communication concept

Here zuk. implemented the new brand positioning creatively. Our strategy involved focusing on MEPA's core target group and showcasing to plumbers who think differently and want to stand out from the crowd. This resulted in emotional motifs that highlighted the brand story succinctly as well as the newly defined core messages. The design of the MEPA company headquarters, a strong trade fair presence, eye-catching XL mailings and advertisements in the trade media combined with strategic media planning ensured the new positioning grabbed the target group’s attention both externally and internally.

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Image paper

The central element of the introduction of the new brand positioning: a cost-effectively produced image newspaper for the trade fair display, as a mailing and as an insert in trade magazines. It reaches the target group with all messages and the new brand image on a broad front. The entire content is fed from the introductory workshops. This is how synergy works.

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"We were completely convinced by the results of the brand workshops – at which zuk. co-developed the new positioning with us on a step-by-step basis, and the brand with its powerful motifs and headlines."

Veit Szpak, Head of Marketing, MEPA