Agency: | Author: 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...