Dapper

In order to develop a positioning strategy we did research on the company and the market. We started with an internal analysis in which we analyzed their current product portfolio. Aside from this we also did research on their customers and their competitors to gain deeper insight in the market. We mapped the competitors their strategies and products to gain insight in where and with whom Schilte was competing. Aside from understanding the competitors we also needed to understand the customers of schilte. We did several phone interviews with primary school directors and an online survey to determine the most important attributes and learn about the customer perception.

The results from our research were used as a framework to develop a styling strategy. This strategy suggests that Schilte should focus on developing their ‘dapper’ product line. These products use more rounded edges and complex shapes for a softer, cleaner and more modern feel. Having such a distinct visual identity not only draws attention, but also allows the product to be distinguishable from competitors and helps to establish brand recognition.

Accordingly we styled the Dapper Cabinet using wood in combination with cork and colored bright plastic. Through using round shapes we emphasize a friendly and playful look. The main functions of the Dapper Cabinet are organization, storage, display with an interactive approach. It combines different ways of storing through layers of open shelves and colored drawers on the bottom, with customizable drawer/shelf organisation. Customers can choose the size, color and parts that fit their needs best. The round structure of the cabinet and middle cork board also makes it ideal for displaying works from the students, while the turnable feature makes the product fun.

In an introduction plan we concluded our strategic advice for Schilte B.V. The ‘Dapper Cabinet’ is the first in an innovative new product line for Schilte to renew their brand image and gain a sustainable competitive advantage. We advised Schilte to target primary schools in the Netherlands, and position the new product by emphasizing its durability and multi-functionality. In the long-run, the Dapper Cabinet should be branched off as a separate product line with its own branding. At the Introduction Stage of the Product Life Cycle, Schilte can use a skimming pricing strategy and employ direct channels for a high level of promotion to build initial interest and demand. As the product matures Schilte can put out more products under the line, such as more complex products that incorporate ICT elements. This roadmap will enable Schilte to keep ahead of its competitors and deliver superior value to its customers as a reliable school furniture company.