Mitre 10 (NZ): Making DIY easy as

This case study describes how Mitre 10, the DIY retailer in New Zealand, differentiated its brand from its main competitor in order to end a dependence on price promotions.

Mitre 10 (NZ): Making DIY easy as

Campaign details

Category: Retail/etailAgency: DraftFCB New ZealandClient: Mitre 10 (NZ) Ltd

Summary

Arch rivals Mitre 10 and Bunnings were locked in such a fierce price battle that consumers were starting to see the brands as interchangeable. DraftFCB realised they needed to change the strategy if they were to win the price perception war.

And with research showing that only 16% of DIY customers were motivated by price, it was clear the obsession with price promotion meant a bigger consumer need was being ignored.

The innovative 'Making DIY Easy...

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