Hot Spring and Caldera Spas (MASCO/Watkins Manufacturing)

Case Studies

Hot Spring and Caldera Spas         (MASCO/Watkins Manufacturing)

Objective:
Develop differentiated brand positioning strategies for two of the top brands in the spa/hot tub category and evaluate the roles of other brands and new brand in the company’s portfolio


The Situation:

The global leader in the spa/hot tub category needed to more effectively position and differentiate their top two brands and determine the role of other sub-brands in its product portfolio. They had already conducted extensive research and needed a fresh perspective in interpreting it.


What BLM Did:

  • Conducted one-on-one interviews with management, field sales and dealers throughout the country to better understand the category, competitors, regional differences in attitudes and execution of marketing strategy
  • Analyzed extensive customer research to develop unique insights into the Hot Spring and Caldera ownership experience
  • Developed new and differentiated brand positioning strategies to clearly separate the Hot Spring and Caldera brands
  • Developed a portfolio brand map to position the role of existing sub-brands vs. the two top brands.
  • Helped position a new sub-brand under the Hot Spring brand to ensure marketing and brand family consistency
  • Developed detailed brand creative strategy documents to provide agencies clear creative and communications development guidelines

The Result:

Successfully positioned Hot Spring Spas as providing the “Absolute Best Hot Tub Ownership Experience” which reinforced its number one market share position during a down market.  Effectively repositioned the Caldera brand as providing the most “holistic spa experience”, so that each brand was positioned against distinct customer segments.

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