When multinationals grow through mergers or acquisitions, management is generally quick to align the production, purchasing and organisational structures in order to maintain company profits and protect stock.  However, the same level of energy is often lacking when it comes to the company's brand portfolio. But this wasn't the case with Finnish radiator and heating group, Rettig ICC. In cooperation with Kunde & Co, it successfully aligned five companies under one brand to create Europe's strongest radiator brand.

A vision worth investing in
When companies come under the same ownership, it makes little sense to pump money into separate marketing departments. Especially as these often begin competing with one another as fiercely as they do the competition. But that was exactly the situation within the Rettig ICC group, which until 2006 comprised Purmo, DiaNorm, Radson, Thermopanel and LVI. Thankfully that all changed when Rettig ICC decided to consolidate and capture the position of Europe's strongest radiator and heating brand for electricians and end-users.

The key to change has been an exciting vision that shareholders can buy into, together with a strategy that helps Rettig ICC optimise its market position in the most efficient manner.

Adapting to the market
A pan-European survey demonstrated that Purmo and Radson were Rettig ICC's two strongest brands. But their respective strengths differed from market to market. Consequently, it was decided to use either the Purmo or Radson name according to which brand was strongest in the market being communicated to.
Kunde & Co developed a new unified corporate identity that ensured the company presented itself as one aligned entity, regardless of whether the Purmo or Radson name was being used. To cement this, a unified brand philosophy and single cohesive marketing strategy were also formulated.

Kunde & Co also rationalised and systemised the product portfolio and production structure. Everything was communicated under the corporate concept 'The Warm Society', supported by a new website. All the above initiatives have contributed to positioning Purmo/Radson as the first choice among installers.

Internal alignment
A variety of activities were developed to anchor the new strategy and communication concept within the sales and marketing departments. This began with a large-scale launch event, followed up with internal workshops that trained sales personnel to work according to the new strategy.

External activities
Kunde & Co and Rettig ICC now annually develop a number of central campaigns that run in all of Purmo/Radson's main European markets. The process is managed smoothly and cost-effectively using Kunde & Co's Business Management System. The campaigns focus on the company's brand and products, with everything geared towards strengthening and developing Purmo/Radson's position as European leader in its field.