Author : Jinghua Deng
The consumers perceive those two brands in different ways. They both have a big potential of development in the Do It Yourself market. To understand the contrasts between those two global retailers, we need to analyze the BMS.
Risk Reduction
Brand awareness
They are both iconic brands which have high awareness and good reputation in the DIY market. But their identity and communication are different. Leroy Merlin is focusing on the relationship to the consumers with TV commercials and an active online community. Brico Dépôt is not communicating closely with its consumers which are mostly experts and construction builder.
Perception of quality
Both retailers are concentrating on high quality products. Leroy Merlin focuses on creativity and innovation whereas Brico Dépot sells regular products with less references. Concerning Brico Dépôt, the stress is on autonomy, which is why the brand takes account of professional needs.
They are both iconic brands which have high awareness and good reputation in the DIY market. But their identity and communication are different. Leroy Merlin is focusing on the relationship to the consumers with TV commercials and an active online community. Brico Dépôt is not communicating closely with its consumers which are mostly experts and construction builder.
Perception of quality
Both retailers are concentrating on high quality products. Leroy Merlin focuses on creativity and innovation whereas Brico Dépot sells regular products with less references. Concerning Brico Dépôt, the stress is on autonomy, which is why the brand takes account of professional needs.
Differentiation
The slogan of Leroy Merlin is “du coté chez vous”. The retailer is adding content to its communication which make the brand more familiar and closer to its consumer. For its product, Leroy merlin is more creative and modern with a high popularity.
The brand image of Brico Dépôt is striving for ”pro”. Because lack of communication about social networks. Its product be attracted by experts who working on construction or building trader with a low price and big quantity.
The brand image of Brico Dépôt is striving for ”pro”. Because lack of communication about social networks. Its product be attracted by experts who working on construction or building trader with a low price and big quantity.
Relevance
Both brands have strong personality in the Do It Yourself market. Leroy Merlin is one of the French leader thanks to the quality and an excellent communication strategy
Brico Dépôt now a member of the Kingfisher group and a close partner of Castorama.
Brico Dépôt now a member of the Kingfisher group and a close partner of Castorama.
Social esteem
Leroy Merlin is a popular brand which attracts more and more consumer to purchasing its product thanks to the excellent communication strategy and strong and professional after-sales service. “Trendy; cool; modern; upper class level; expert” are usually the term describing its brand image
Brico Dépôt is specialized for experts and workers, because it has a “pro” image, high quality but with low price.
Brico Dépôt is specialized for experts and workers, because it has a “pro” image, high quality but with low price.
Emotional Bound
Leroy Merlin is creating a modern spirit which emanates from combination of young, creative and innovation.
Brico Dépôt’s emotional bond is deep stock and autonomy. Due to its lack of an efficiency after-sale service.
Sources
http://m.lesechos.fr/redirect_article.php?id=0202318261293
Brico Dépôt’s emotional bond is deep stock and autonomy. Due to its lack of an efficiency after-sale service.
Sources
http://m.lesechos.fr/redirect_article.php?id=0202318261293
