Duni chooses Pyramid for international product launch
17 maj 2011
Duni is a leading European provider of attractive and functional products for table settings and take-away containers. Duni brand products are sold in over 40 markets around the world and the brand is a market leader in Central and Northern Europe. Duni has approximately 2,000 employees in 17 countries with headquarters in Malmö, Sweden and production units in Sweden, Germany and Poland. The company is listed on NASDAQ OMX Stockholm.
Duni has recently chosen Pyramid as their communications partner for a strategic product launch in its Professional division. This works with restaurants and hotels and has successfully penetrated large parts of the European market. Duni Professional includes napkins, tablecloths, placemats, tableware and candles.
“We have chosen to work with Pyramid for the development of the communications and branding strategy for a major international product launch. We were convinced by their approach and their great professionalism,” said Anna-Karin Fäldt, Project Manager at Duni.
“The assignment is particularly exciting because it involves the development of a very strong brand in a highly competitive, international market in order to create a powerful communications platform and plan of activities for the launch that Duni can use globally,” said Ulf Vanselius, CEO of Pyramid.
“Duni will be one of our larger and more challenging assignments,” said Micco Grönholm, Director of Brand Development at Pyramid. “We’re off to a flying start with the strategic process this spring.”
The group from Pyramid working with Duni consists of: Ulf Vanselius (strategy), Micco Grönholm (branding), Lisa Skarp (project management), Jason Ross (copy), and Henrik Stierna (art director).
For more information, contact Ulf Vanselius at 042-38 68 00.
Pyramid is Sweden’s most international advertising agency. Over 60% of our revenue comes from companies operating in Europe, USA and Asia. Major clients include ABS, Atlas Copco, Axis, Bluetooth SIG, Bring, Crawford, EuroMaint, JBT FoodTech, Nibe Brasvärme, Ruukki, Rymdbolaget, SAS and Tetra Pak.
The Agency of the Year survey has ranked Pyramid as Sweden’s best business-to-business Agency for four consecutive years. Pyramid was also the Agency of the Year in Sweden in 2009.
Pyramid has 35 employees and is located in Helsingborg.
Any communication paid for by an identified sender and distributed simultaneously to many people to promote acceptance of opinions, ideas, goods or services. Media include print advertising, TV and radio commercials, cinema screen advertising, direct mail and outdoor advertising.
A wireless communication protocol utilizing short-range communications technology that facilitates data transmission over short distances from fixed and mobile devices, creating wireless personal area networks (PANs).
Originally, an identifying mark burnt into something, such as the hides of cattle, with a red-hot iron. Today it has two main meanings:
1. A symbol that identifies a company and its products, distinguishing them from other companies and their products and usually consisting of a brand name combined with a brand mark. In this sense, roughly synonymous with the legal term trademark.
2. A set of mental perceptions of a company and its products that people associate with the brand symbol.
In marketing, a brand is a distinctive identity that symbolizes a promise associated with a product, service or organization, indicating the source of the promise. It is a mixture of tangible and intangible attributes, symbolized by a trademark, which, if managed properly, creates value and influence.
The position occupied by a brand in the minds of customers is often a company�s most valuable asset. An established brand is an entry ticket to new markets, and serves as an entry barrier to companies that lack strong brands. The value of a well-managed brand appreciates with time, while that of a badly managed brand depreciates.
It is not always feasible to create a new brand; the chances of success are small and the cost high. Brand extension or acquisition of companies that own strong brands may be easier.
Transfer of an established brand to other products or product categories; marketing a new product under an already established company brand, either as an addition to an existing product line or as an entirely new type of product.
Brand extension is popular because it is expensive and difficult to find, register and establish new brands. A British study reveals that launch costs are, on average, 36 percent lower for products launched by brand extension than for those launched under new brands.
There are risks: the position of the original product may weaken. Some brands can tolerate much extension, others very little.
See also: brand abuse, brand awareness, brand compression and brand esteem.
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