Cevimar Luxury Appliances

Leading company in the highly competitive luxury home appliances market, for Paraná and Santa Catarina.

From 7th to 3rd position in Industrial Brands Preference in Brazil.
Cevimar Eletrodomésticos de Luxo  Cevimar Eletrodomésticos de Luxo

Cevimar Luxury Appliances

In 2020, it is the leading company in the highly contested luxury home appliances market, for Paraná and Santa Catarina. Reselling the main brands in the Luxury Market in its store and being the first memory of the segment among the A+ public, it still counts on our consultancy to achieve increasingly significant positions in its segment.

However, in 2011 there was a major challenge: despite being economically sustainable, the company was not very profitable. The few existing customers and partners were very satisfied, but the company was not progressing towards growth.

Consultancy carried out between 09/2011 to the present day. 
Our 1st client who is in his 9th contract renewal. 

This success story was news on the portal World of Marketing – one of the largest portals specialized in Marketing in Brazil.
It was also news on the portal ABAD Yearbook, from the Brazilian Association of Wholesalers and Distributors. 

Cevimar – excellence in the Luxury Market

Operating since 2003, the Cevimar began its operations with a small commercial representation of a manufacturer of hoods for luxury kitchens. Until 2011 – thanks to the intelligence, management and great relationship of executive Celso Martynetz – the company gradually gained credibility and gained the right to represent more and more Luxury Brands for kitchens, including: Lofra, Bertazzoni, Liebherr, Mekal, InSinkErator and some others.

It also had a small, semi-improvised show room in an upscale neighborhood of Curitiba. Always acting with operational and service excellence, it maintained a healthy partnership with some important architects and high-end furniture stores. However, without being able to transform their praise into growth in the customer base and, in turn, revenue.

To face the challenge of how to grow in the Luxury Market, our company – Burlamaqui Marketing and Strategy Consultinga – won the opportunity to build and implement a plan for the company to grow.

Project challenges

The company did not have any positioning in the market. Until then, the need to build a Strong Brand had never been prioritized.

The processes of Marketing it's from Commercial management did not exist, nor was there any process regarding Communication with the market. Everything that existed at that time was great feeling commercial and owner relationships with some stakeholders in the segment. The company was anonymous to the absolute majority of its potential consumers. There was no way to even find the company through a simple Google search.

More traditional competitors in the market were already well known and had better structured stores.

Furthermore, the company's low profits allowed for minimal resources to invest in growth.

Our challenge was – overcoming all these difficulties – to enable growth, brand recognition and scale revenue.

How we achieve positive results

With this challenge in our hands, the Burlamaqui Marketing team needed to develop a Business Strategy for Cevimar to be more competitive than its competitors.

And based on our methodology inspired by the most recognized Marketing and Management scholars, we began our work.


Initial studies

To discover how to draw up a Strategy, we began an immersion journey into the client and their segment.

Observing the day-to-day running of the business, we built different insights into the behavior of managers, the sales team and consumers in that context. As this perception alone is insufficient, we also dedicate ourselves to getting to know: the competition, other operations in the luxury market and consumers in their broad experience and with the products in the segment.

Furthermore, we deeply analyze the strengths and weaknesses of our client, as well as other competitors in this market.


The Strategy

Based on initial studies, it was possible to map the main points of improvement needed.

Always keeping in mind the fact that The objective of Marketing is to generate customers willing to buy, we advanced in our analyzes to define how Cevimar could be highly motivating for end-customer purchases, more than its competitors could be.

Therefore, we mapped the existing optimal operation to Value offer of the company and we structure processes to internally strengthen it. And externally, highlight this differentiation through the breakdown of Brand Positioning.


The Brand

Previously unimpressive in the market, to grow Cevimar needed to stand out in this market with such high demands that is the luxury market.

To this end, we build all Brand Strategy processes; its Positioning, symbolization of attributes, personality and alignment with consumer desires. Such Brand Management processes were solidly based on opportunities for Building Value that were not seen by the competition, since from the beginning of our consultancy they aimed and were successful in achieving an increase in Market Share, of Brand Equity and, obviously, consumer preference.

With our support, the Cevimar Brand now has a new and excellent Brand Identity System, fully aligned with the strongest needs of the luxury consumer in the segment. This is how we symbolize: elegance, excellence and sophistication – in a unique way and far from the usual fussiness of other brands.


The processes

Once the Brand Management provided us with clear guidelines, it was (and still is) possible to establish solid procedures and tactics with regard to the main fields of the company's Integrated Marketing Communication: Digital, Trade, Direct and Sales.

Instead of using advertising campaigns, we work with the Continuous Reinforcement of Brand Valorization platform. Making all of the company's communications timeless and fully based on the unique and differentiated Value Proposition within the segment.

The Digital Strategy continues to improve continuously, enabling Omnichannel Marketing and within a sales funnel consistent with the luxury universe. We are dedicated to end-to-end excellence in all procedures, maintaining perfect integration between each small step of digital operations to guiding the impeccable experience at the point of sale.

And so, we go from Branding to SEO, from traditional advertising to direct marketing, always capitalizing on the Relevance of the Brand in its segment.


The years pass and the challenges increase

The market does not stand still and wait for our progress. New competitors emerge and companies from other markets attack our markets through e-commerce, while legacy competitors slash prices beyond what is healthy in an effort to undermine our improvements.

However, we work to keep Cevimar always ahead of the position we helped to achieve. No e-commerce surpasses ours Service Design to date and our Brand awareness remains unsurpassed in the memory of clients, architects and interior designers.

Results achieved by 2020

  • Leading brand for Paraná and Santa Catarina, in the luxury household appliances segment.
  • Increase of 800% in revenue in 9 years.
  • Increase of 80% in revenue in the 1st year.
  • Leadership of the Curitiba market in the 3rd year.
  • Leadership of the Paraná market in the 5th year.
  • Market leadership in Paraná and Santa Catarina in the 8th year.
  • Several awards from suppliers such as regional and Brazilian “sales champion”, in different years.
  • Highest revenue/employee ratio in the segment in Brazil.
  • 1st organic place on Google for more than 15 relevant keywords in the segment.
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