"Yes!" to living in the attic
VELUX is one of the most powerful brands in the field of building material. VELUX Serbia, a segment of VELUX Group international company sells VELUX line products, like skylights, edgings, sun shielding products, and accessories on the markets of Serbia and Montenegro.
The practice of turning attics into living areas and having skylights built in existed on the market of Serbia and Montenegro in the 70s of the last century, but exclusively close circles of architects and civil engineers were familiar with VELUX. The unfavourable market conditions and the existing inadequate building standards made people feel suspicious about living in attic, let alone having business premises there. To create fame for VELUX brand two vital problems were to be coped with – the people's mistrust and the remaining powerful image of the former Slovenian skylights manufacturers.
After a year of presence on the Serbian market with an accent on expanding authorized sales outlets (building material storages) accompanied by extensive media campaign, it was necessary to evaluate the effects. Polling by phone households and building material storages throughout Serbia we got an idea about their opinions about living in attics, skylights and indirectly about the media campaign effects and VELUX brand familiarity level.
In 2002 we conducted a focus research in five Serbian cities. Our aim was to find out how the opinions and attitudes of the population, but also of experts, about the same issues had changed in the meantime. By skillfully led group interviews and deduction we achieved concrete attitudes and got a real image of VELUX brand.
Phone polling conducted in 1998 showed 33,5% level of familiarity with VELUX brand. The 2002 results were considerably better. The focus research showed a rise of the VELUX brand familiarity level of 73,5%. The rise is the genuine indicator of the successful image building action for VELUX brand in Serbia.
