Positioning Dijkstra Lampen in the project market

Abstract

For 85 years, Dijkstra Lampenfabriek BV has been a luminaire manufacturer that co-designs, develops and produces architectural luminaires using the name Dijkstra Lampen. For the last five years, the management of the company has focused on the professional market, the project market. Dijkstra Lampenfabriek B.V. wants to support the selection of suitable luminaires for each specific architectural design of the client using its own product portfolio or a custom-made luminaire. This strategy is related to the customer intimacy strategy that focuses on the desires of (potential) clients. Dijkstra Lampenfabriek B.V. is a small company that has a lot of knowledge of lighting and technique. These strengths make it possible to fulfil some opportunities in the project market. The target groups in the project market expressed a need to increase knowledge and expertise concerning: artificial lighting, light sources, selection of luminaires and the development of a custom-made luminaire and lighting plan. To develop a concept that is profitable and meets the needs of the target groups using the strengths of the company, the following strategic issues are formulated: 1. How can we enhance the identity before we inform the project market about custom-made luminaires and the development of a lighting plan? 2. How can we enhance the communication of being an expert before we inform the project market about custom-made luminaires and the development of a lighting plan? 3. How can we use the fact that Dijkstra Lampenfabriek B.V. is service focused as an advantage in serving the need for help during the development of a custom-made luminaire and a lighting plan? The identity and strategy is (re)formulated to enhance the identity and influence the image of Dijkstra Lampen (fabriek B.V.). To communicate the values of the company (to increase the image of the company), the following communication touch points have the most potential for Dijkstra and for the target groups: - Website; - Representative/advice team; - Catalogue; - Workshops and presentations; - Newsletter; - Fair; - E-mail advertising. When the identity is communicated clearly to the target groups and the right image is generated in the project market, it is time to launch the new developed concept “Lighting Development Centre” for Dijkstra Lampen (fabriek B.V.). This centre is part of the company Dijkstra Lampenfabriek B.V. where (potential) clients can increase their knowledge and skills of the development of a lighting plan. This centre will offer: - lectures and workshops to increase knowledge and skills of the development of a lighting plan but also of the development of a custom-made luminaire; - experimental labs to explore and increase knowledge of light sources, lighting, the influence of a luminaire and the influence of materials; - an inspiration area where literature about lighting, posters and information about earlier developed lighting plans and custom-made luminaires are presented. - An atmospheric luminaire book that represents well considered lighting plans with tips and tricks to implement such a plan in a new project. The added value of this centre is that long term relationships will be build with (potential) clients. Because the (potential) clients will come to the “Lighting Development Centre”, the (potential) clients and the company form a closer relationship. Thus, needs of the project market are defined more easily to implement in new products and services. This will result in more interest of (potential) clients in the company and the product portfolio from Dijkstra Lampen. Eventually more orders will be collected.