Know-How Exchange : Taglines/Names

What specific type of hardware are you selling?

Stainless Steel Hardware for interiors like door closers, glass fittings, hinges etc.

To what type of people?

Consumers who are building their houses - though we wil sell to distributors who will sell to consumers.

Why would they want your hardware (instead of the competition)? How do you know?

Market is relatively fragmented with no clear brand dominating. We are hoping to create a prescence by establishing TRUST in our company and quality so consumers will prefer us over other brands.

Do these people care about "technical superiority" or "German origin"? How do you know?

In India - Germany has been the originator for this product line historically.....the 2 major companies which currently dominate upper end of the market are German. German equals precision and high quality in the Indian consumers mind - especially for this product line.

How is the product line priced compared to your competition?

We are priced slightly below the leader which is a German company.


Finox as in biotech?

No - its hardware - door closers, glass fittings etc.

What''s SPECIFICALLY important to Indian buyers IN THIS NICHE about German technology, expertise, or products?

Our products are not unique by design. But they get installed and are used for many years (like door closers). Its difficult for the consumer to decide since they cannot tell just by looking what a good product from inside. A GERMAN lineage might assure them of quality and therefore long term performance.

Who are you targeting in this niche? What solutions are they looking for and not finding anywhere else? What are they dreaming of? Demanding?

Consumers normally do not recognize any brand in this category. They leave the choice to their contractor or architect. There is a gap where we feel that a brand can be established in the consumers mind so they feel knowledgeable and confident about their choice when they buy this product. They will also worry about after sales service if they make choices directly.

Our company has German technical collaboration and the products are very good quality. We wish to explain this to the customer through a tag line.

Thanks.

The problem you're likely to have is by focusing on German reliability, you'll be bolstering the top brands. And "priced less" isn't a benefit - since it creates a confusion (if you're selling something very reliable, why SHOULD it cost less than others? Is it a poor imitation of the market leader or inferior quality?)

Some ideas to consider:
German Reliability For Less
Why Pay More For German Reliability?
Affordable German Stainless Steel Home Hardware

Hi All,

We are looking to go with

"Your German Advantage"

Please give me your final comments on it.

tks.