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Oase wants its new market image to pave the way to further strengthening its market leadership
Since it was founded in 1949, the specialist manufacturer of water products for the garden has developed its company into an international business that lays claim to leadership in terms of both innovation and quality. At Gafa 2006 the new management team under Ansgar Paul (ceo, sales and marketing) unveiled their new corporate strategy, which is designed to accelerate the company’s expansionary policy and further strengthen the Oase brand.
The outward sign of the altered market image is the new logo, which arouses associations with flowing water and is designed to give expression to the brand’s closeness to nature and vitality.
In the water gardening department, which focuses on private garden ponds and streams, the company now offers a new supply structure. Two different ranges are available in the product segments covering pumps, filters, care products and swimming ponds: Oase Pro and Oase Start.
According to Ansgar Paul, it is intended to market the Oase Pro programme exclusively through gardening specialists “with the highest level of advisory competence”. It is designed for the high-end sector, where the aspirational side is underlined by the products’ functions, by their design and material appearance.
Oase Start has been developed to serve the medium price segment, which has so far been neglected. “With this range Oase offers retailers with an advisory service an outstanding alternative to the B brands with their frequently diffuse performance promises that are increasingly active in this segment,” explains Ansgar Paul. The aim is to permanently strengthen the position of the company’s partners, who are expected in return to meet certain quality and performance criteria, among which are such aspects as retail space, product range, technical competence, customer services, promotional activities and opening hours.
Still available in the bottom price segment, mainly as promotional goods, are standard products under the Pontec brand name.
New in Oase’s Start range is the floating “Skimmer Swimskin” for garden ponds with a surface area of up to 25 m2. This fulfils three functions: cleaning the pond surface through mechanically skimming off debris, oxygenation by means of the injection nozzle and, in winter, creation of an ice-free zone through the constant movement of the water.
Download:
The outward sign of the altered market image is the new logo, which arouses associations with flowing water and is designed to give expression to the brand’s closeness to nature and vitality.
In the water gardening department, which focuses on private garden ponds and streams, the company now offers a new supply structure. Two different ranges are available in the product segments covering pumps, filters, care products and swimming ponds: Oase Pro and Oase Start.
According to Ansgar Paul, it is intended to market the Oase Pro programme exclusively through gardening specialists “with the highest level of advisory competence”. It is designed for the high-end sector, where the aspirational side is underlined by the products’ functions, by their design and material appearance.
Oase Start has been developed to serve the medium price segment, which has so far been neglected. “With this range Oase offers retailers with an advisory service an outstanding alternative to the B brands with their frequently diffuse performance promises that are increasingly active in this segment,” explains Ansgar Paul. The aim is to permanently strengthen the position of the company’s partners, who are expected in return to meet certain quality and performance criteria, among which are such aspects as retail space, product range, technical competence, customer services, promotional activities and opening hours.
Still available in the bottom price segment, mainly as promotional goods, are standard products under the Pontec brand name.
New in Oase’s Start range is the floating “Skimmer Swimskin” for garden ponds with a surface area of up to 25 m2. This fulfils three functions: cleaning the pond surface through mechanically skimming off debris, oxygenation by means of the injection nozzle and, in winter, creation of an ice-free zone through the constant movement of the water.
Download:
