Kitchen Life Into the Kitchen Market

In 1997 Magnet the fitted kitchen company, were faced with a gloomy prospect - the glut of windfall money was drying up; the 'Changing Room' phenomenon was kicking in, and its competitors were squeezing their business.
Agency:Author: Sue Lunt
Agency: McCann-EricksonAuthor: Sue Lunt

Area Awards 1999

Magnet Ltd

Kicking life into the kitchen market

EXECUTIVE SUMMARY

Magnet: Making a virtue of the mature mid-market

In 1997 Magnet the fitted kitchen company, were faced with a gloomy prospect – the glut of windfall money was drying up, the 'Changing Room' phenomenon was kicking in and its competitors were squeezing their business.

If this wasn't enough Magnet did not have a defendable brand proposition to offset being heavily outspent by the market leader, MFI, each season. They needed a real reason to reverse...

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