WDA are proud to announce a new venture with a helmet brand we helped establish in the UK nearly ten years ago. KBC helmets approached WDA at the end of summer initially asking us to review their brand positioning and to produce their 2011 range catalogue see it here.
Time for a new strategy
2010 has seen lots of budget brands entering the mid-price market, a territory KBC has traditionally had a firm foothold in globally. Lots of these companies are entering a very crowded marketplace with product ranges that are essentially the same – many often coming out of the same Chinese factories; some even utilising the same base shell structure with different graphics.
KBC has consistently kept ahead of rivals in terms of product innovation, having successfully pioneered many new technologies over the years. But in addition to quality, innovation and safety KBC have also had the edge on design; its collections being visually stunning and immediately recognisable in the dealership.
In any market increased competition means an increased need to clearly differentiate. KBC recognised that its greatest asset, and the biggest competitive advantage it held was a very strong and established brand. Loz Broers Managing Director of KBC Europe:
“Some of the asian companies are struggling to grow their products into desirable brands which the more consumer developed global markets demand. At KBC we want our customers not only to have technically superior products that enhance their riding experience, we also want them to feel good about choosing – and using – KBC. We want to create products that say something about the rider and represent their lifestyle choices. Our brand is the sum of all the successful things we have done over the years. The industry firsts, the race wins, the World records. It’s also about what we stand for as a Company, our attitude, personality, how we treat our people and our customers and where we want to go next.
Our ultimate aim is to continue to create the Worlds most innovative helmets, whilst focussing on building our brand so that only KBC can offer the feeling our products give the rider.”
‘The Design Edge’
WDA’s Lee Waterhouse: “Our positioning – ‘The Design Edge’ – gives KBC a strong and distinctive platform to highlight both the technical benefits/features of the range AND to draw specific focus to KBC’s designer credentials – something that has always set it apart from its competitors.
The ‘Design Edge’ positioning also gives KBC the opportunity to continue to expand and possibly diversify the range into other associated products where design value is a key purchase decision for customers.
WDA are looking forward to building on ‘Design Edge’ in KBCs 2011 European promotional campaign. The first item to carry the new message is KBC’s range guide which launched at Intermot this month. View it here: