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NEWS ET ARTICLES |
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 | |  | |  Monocoque à voile { 11/03/2008 } | |  | |  |
|  ... the brand stands for today, what its values are, who your direct competitors are and where you want to take the brand.
After market research with consumers, dealers and within the industry, the values of Etap Yachting were defined as follows :
o Safety: We will make the safest yachts in the market because they are
unsinkable.
o High Quality: High quality builds with the use of the highest standards of finishing and use of material.
o Comfort: The most comfortable yachts for families in the market place
through a true understanding of the customers needs and a focus on
practical use.
o Energy efficiency: Through the construction method (foam) in an Etap
warmth/cold is kept and no condense will appear in the boat.
"With an Etap values first". You do not need to worry about anything. Not your safety, not the handling nor your families comfort or the use of energy. The new company slogan, "ETAP, just sail", perfectly embodies these values and will be central theme in Etap Yachtings´ future positioning as well as product strategy!
Product strategy
The first changes in the current product range will be done from now onwards. The interior will be changed from vinyl to high quality wood interior with new more classical color propositions. The customer will have more choice in high quality upholstery. There will be a lot of changes as well in the exterior of the boat. From now on there will be more possibilities to order the hull in another color than white. New striping integrating the new positioning/logo will be implemented on all yachts. There will be the possibility to have the deck in cork or teak. The anti slip metal rail will be re-placed by an elegant wooden rail and there will be improved deck gear / hinges and taps. In the future a new uniform window design will be developed on all the boats. More or less it means more options for the customer and more quality! The introduction of new models will start in 2009.
Company Objective
To be the leading designer / developer / manufacturer and marketer of luxurious family cruisers wrold wide.
Etap Yachting wants to position itself as the most comfortable yachts for families in the market place through a true understanding of the customers´ needs and a focus on practical use. Etap will be a brand which modern families as well as classical users feel good with. All of this by offering the best built high quality modern yachts with a high degree of comfort. With our new positioning Etap Yachting will go to a higher segment and has the ambition to compete with the Swedish Yachts Najad and Hallberg Rassy in the segment < 46 ft.
Where Dehler in its product strategy compares itself with Porsche will Etap be positioned as the "New Volvo" in the boats industry.
The target group will be families/couples from 35 to 65 years of age. Client who wants to identify with an image brand, which radiates quality, safety, energy saving and a high degree of comfort.
 > Wilan van den Berg cites:
The strategic fit between Etap Yachting and Dehler is unique and synergies are enormous. "Etap Yachting had in the past some difficult periods, but I don´t want to look anymore in the past but in the future! Etap Yachting is a fantastic and well established brand produces beautiful and extremely high quality yachts, and always did. We have a very good feeling with the new positioning we defined. There where Dehler compares his product strategy with Porsche, Etap Yachting will compare his product strategy with the car maker Volvo. The car maker managed to change the perception from old fashioned into a desired and successful premium brand with a strong focus on safety, durability and design. We are convinced that with the new Etap Image, product strategy, synergies between Etap Yachting & Dehler we will put Etap Yachting back on the map where it belongs". Our ambition is to bring Etap Yachting in the coming 2 to 3 years back to the level where it was before, so around 200 yachts a year compared to around 100 in 2007. This by better products and finishing, a more clearly and fresh positioning, better marketing, more enthusiasm and a better service to our dealers and clients.
The new corporate identity will be soon published in a new corporate advertising campaign, which the concept you can find below. |
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