This document discusses a potential brand strategy for Polti, a cleaning equipment brand, to better target families. It notes that Polti's brand values include being recyclable, environmentally conscious, innovative, safe, and family-friendly. It then suggests focusing on how dust mites can cause allergies and asthma in children as a problem Polti's products could help solve. The proposed strategy is to first understand parents' priorities around their children's health, safety, and well-being, then position Polti products as providing a dust-free, safe home environment through innovative cleaning technology while being environmentally friendly.

1. Cleanliness
3.0
first thoughts on brand’s strategy

2. insight
In Romania if you have the money to buy expensive cleaning equipment,
you also have the money to hire someone to clean your house.

3. This woman has little time
on her side
which she wants to fill with:

4. MEANINGFUL EXPERIENCES
FUN ACTIVITIES
QUALITY TIME WITH HER FAMILY
PROFESSIONAL COURSES AND
READINGS

5. AND SHE PAYS THIS
WOMAN
TO TAKE CARE OF HER
HOUSE,
WHILE SHE IS AWAY

6. problem

7. why would anyone pay a lot of money for
something they don’t even get the chance to use?

8. now let’s go back to what we know

9. brand’s background

10. TARGET=families

11. POLTI
BRAND VALUES

12. recyclable
environmental-conscious
innovative
safe and responsible
family-friendly

13. How can we use POLTI
brand values to get closer to
our target?

14. 1. Know your audience

15. Parents want the best for their children in
terms of health, well-being and safety

16. They eat healthy with organic food

17. Clutter less, simplify more

18. Seek natural play environments

19. Use non-toxic cleaning products

20. 2. Offer something valuable to your audience
(e.g. solve a problem they face)

21. One current issue in urban, modern households
remains:

22. DUST

23. DUST mites are
responsible for
allergies and asthma.
Mites are found in
mattresses, bedding,
carpets.

24. families POLTI
value
product innovation
children’s education and safety
can help

25. Dust is one strong cause to fight against
which can bring
families and Polti closer
Product
attributes
Families
need
- Steam & water natural
system to prevent dust from
spreading;
- Latest cleaning technology;
- Low energy consumption
- Dust-free, hair-free home
environment;
- Safety and hygiene;
- Environmental friendly
products;

26. The strategy in 3 easy steps
Talk to the parents About their
houses
But actually about
their kids
And tell them
about Polti