Want more Access, Content & Connections? We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today.Log in or go back to the homepage. How the brands stack up TTI Floor Care is the Unilever of the vacuum cleaner industry. Consumers may not be familiar with its corporate brand, but millions of people use its Hoover, Dirt Devil and Oreck products every day. The company is already the revenue leader in the U.S. floor-care market, with a 32% volume market share of an almost $5 billion industry, according to Euromonitor. To expand that share, the company is putting more of a focus on marketing to communicate to consumers the differences among three products that do essentially the same thing. To that end, the company hired its first CMO in March and this month tapped a new agency in Johannes Leonardo. The goal is not to build TTI's corporate profile, but rather to boost the individual brands under that umbrella, said Liz Cope, VP-global marketing.

"What's great about these brands is they're all in the same category, but they're really different. They [each] talk to a different consumer," Ms. Cope said. "Our approach to marketing uses the same tools, but the way we talk about what those brands stand for is very different." In fact, social is expected to play a big role in the company's marketing going forward, based on comments by inaugural CMO Alan Gravely regarding TTI's agency selection. electric blower and vacuum cleaner using same"Johannes Leonardo has extensive expertise with iconic brands and a philosophy that it's consumers, not the media, who control the conversation today," he said. quiet portable vacuum cleaner"The idea of the consumer as the medium fits well with our vision for TTI Floor Care as an organization centered around the consumer."best hoover vacuum cleaner uk

Mr. Gravely joined TTI Floor Care, a subsidiary of $4.3 billion Techtronic Industries, four months ago from Yum Brands, where he oversaw Pizza Hut and KFC's global branding as CMO for Yum Brands International. His new role is key, considering the parent company garners 27% of its global revenue from floor care and appliances. (The remainder comes from its power- tool, equipment and accessory products under the Homelite, Milwaukee, Ryobi and AEG brands.) "It's really about fundamentally understanding your consumer segmentation and managing each brand to a need state," Mr. Gravely said regarding the challenges of managing a portfolio of products in the same category. "This provides clear differentiation not only among your own portfolio but also the competition and therefore in the mind of the consumer." TTI distinguishes its brands from each other by price, target audience and marketing position. Dirt Devil is the entry-level lower-priced brand aimed at a young audience with a fun and irreverent voice.

Hoover plays in the middle-price range with an older, college-educated and family-minded consumer target. Its message is that it is a classic, trustworthy brand that's both innovative and modern. Oreck is the higher-priced end of its cleaning line, with a more affluent audience, which puts its brand emphasis on durability with a lightweight design. Even in advance of its agency selection, TTI had begun accelerating marketing. According to Kantar Media, Oreck received $8.2 million in measured media for the first four months of last year compared with $12.5 million in 2014. Dirt Devil's measured-media spending between January and April of this year was $2.4 million, a tad more than the $2.3 million the brand received during all of last year. And Hoover's outlay in the first four months of 2014 was $25.8 million compared with $60 million in all of 2013. Dirt Devil underwent a global brand refresh this spring. Along with adding new vibrant colors to the iconic red sweepers, simplifying product designs and packaging, the brand's voice was also tweaked via social-media and public-relations efforts.

Its Tumblr page and Twitter account were populated with gifs, offbeat humor and pop-culture references such as a "Piper isn't the only one rockin' the orange jumpsuit" gif of a woman in orange vacuuming with her orange Dirt Devil (a nod to "Orange Is the New Black") and "Happy 10th anniversary Napoleon Dynamite. We wish we could trade you a Hand Vac 2.0 for a sweet drawing of a liger." The Hoover brand, which Ms. Cope defined as a "modernized classic" brand, in May introduced the Air Cordless, a product TTI hopes will redefine the industry. It is Hoover's first full-size cordless vacuum, a direction which TTI believes the entire upright category is moving. The marketing campaign includes a TV spot using an updated aria from "Madame Butterfly," and social media built around the hashtag #RethinkCleaning. TTI's biggest competitors in the U.S. are Bissell, with a 21% market share. and Electrolux's Eureka with an 11% share, according to Euromonitor. The Dyson brand has a 5.5% market share, good for the No. 6 position in the U.S., reflecting slow but steady growth.

The challenge for the industry as a whole is to increase sales in a category where the products last a long time. "Consumers today are looking for, 'How can I get the best vacuum I can [afford] and that will last?' They don't want to buy a new vacuum every couple of years," Debra Mednick, NPD executive director and home industry analyst said. That's where TTI's newest brand, Oreck (acquired in a July 2013 U.S. bankruptcy auction for about $17.2 million), may find its fit. The brand used first in hotels has built its reputation on durability and light weight. TTI will launch new Oreck products later this year, Ms. Cope said.Vous voulez voir cette page en français ? 2-Year EXT - Floorcare Plan 1-Year EXT - Floorcare Plan Ships from and sold by Amazon.ca in certified Frustration-Free Packaging.DetailsVileda ProMist Microfibre Spray Mop FREE Shipping on orders over . DetailsVileda ProMist Washable Refill FREE Shipping on orders over . 17.8 x 22.9 x 101.6 cm ;

Shipping Weight: 1.8 Kg Item model number: SD20000RED Date first available at Amazon.ca: July 29 2011 #41 in Home & Kitchen (See Top 100 in Home & Kitchen) in Home & Kitchen > Home Appliances > Vacuums > Stick Vacuums & Electric Brooms in Home & Kitchen > Home Appliances > Vacuums > Handheld Vacuums in Home & Kitchen > Vacuums & Floor Care Would you like to give feedback on images or tell us about a lower price? The Dirt Devil Simpli Stik is a one step solution for quick and convenient cleanups. This versatile unit functions as a stick vac, hand vac, and a utility vac all in one. The vacuum cleaner’s lightweight design makes it simple to transport from room to room, while its easy-empty dirt cup means no more bags to buy. An onboard crevice tool comes included, which allows for cleaning hard to reach areas like between couch cushions, along baseboards, or under furniture and appliances. Great for multi-purpose cleaning. Dirt Devil Simpli-Stik Lightweight Corded Bagless Stick Vacuum

Three convenient vacuums in one. Stick vac, hand vac and detail vac. Designed for the way you live. This innovative stick vac is perfect for rugs and hard floors, and it features an easy lift off hand vac. Just detach the hand vac and you are ready for dust, dirt and crumbs on furniture, counters, shelves, upholstery and drapes. An on-board crevice tools allows you to reach tight spaces in corners, around furniture and along the edges of delicate electronics. A lightweight design lets you move the vacuum from room to room and up and down stairs. The smart, bagless design is easy to empty. Converts to a Hand Vac Get a hands-on clean in seconds. Easily get into tight spaces. Perfect for rugs and hard floors. Pick up and go at only 3.8 pounds. Cut through messes with constant suction power. Features a rinseable filter. Bissell Featherweight 2-in-1 Stick Vacuum, 8018Y Bissell 6489C Zing Bagless Canister Vacuum Bissell AeroSwift Compact Upright Vacuum, 1009E

Vileda ProMist Microfibre Spray Mop See all 300 customer reviews See all 300 customer reviews (newest first) on Amazon.ca Most recent customer reviews This was dirt cheap. I keep it near my back door for quickie clean ups and it's fine for that. No, it doesn't have major suction and won't replace a proper vacuum cleaner, but is... WORKS PERFECTLY ON LINOLEUM A year later, it's still working fine. We use it only to clean up kibbles around the cat's eating warzone (about 3 min use every other day). Great bang for you buck. Best use for it is clean up little spills. Not the greatest on carpet or rugs but what else do you expect for the price. Good product for the price. Light weight and easy to use. great ease of attachments. Did pick up light dirt, dust, could not pick up dog hair off carpet. the opening through which it has to suck the dirt is very small and you have to be directly over what you want sucked up.... What a great buy and didn't even need the instructions to put it together.