In this episode of La Cueva de MOE, we speak to Cristina Reque, Miele’s Marketing Director for Spain and Portugal, about how to build and maintain a premium brand in a market as competitive as that of household appliances. We analyse Miele’s marketing and branding strategy, which is based on quality, durability, innovation, service and customer experience, and how the company maintains its market position without competing on price.
This episode explores how to translate a premium brand strategy into every point of contact with the consumer. We discuss premium consumer segmentation, retail, campaign personalisation, physical and digital channels, influencer marketing and sustainability, as well as the role of the customer experience in turning a brand’s positioning into a tangible reality.
We discuss:
- How to build and position a premium brand without competing on price.
- Customer experience as part of the marketing strategy.
- What premium consumers are looking for and how to segment them.
- How to adapt marketing campaigns and strategy to different markets.
- The importance of retail and recommendations in the purchasing decision.
- How to integrate physical and digital channels into a brand strategy.
- The role of influencer marketing in premium brands.
- The relationship between durability, sustainability and brand positioning.
- How Miele translates its premium positioning into experiences and services for consumers.
- How should premium brands adapt in the face of an increasingly digital and demanding consumer?
