Date - December 2009
Heatrae Sadia has launched a new consumer-focused brand identity for its market leading Megaflo HE unvented hot water cylinder. The new identity has been designed to appeal to modern homeowners, with the aim of growing the unvented cylinder market further.
Before developing the new Megaflo consumer brand identity, Heatrae Sadia invested in a research programme involving plumbers and consumers. The research explored the water heating market and the current decision making process behind choosing a hot water system.
Other studies have suggested that 94 per cent of all central heating products are distributed via plumbers and builders*, and Heatrae Sadia's research supports this. Plumbers and heating installers remain the major, if not the only, influencer in the decision making process - with homeowners relying on them for advice on both the type of system and brand.
However, Heatrae Sadia's research also found that consumers are becoming more interested in water heating systems, and are seeking out their own information on the technologies and products that are available.
The results confirmed there was a strong argument for Heatrae Sadia to develop a consumer-focused Megaflo brand identity to raise consumer awareness, encourage more homeowners to invest in unvented systems and grow the market - to the benefit of G3 qualified unvented installers.
Jon Cockburn, head of marketing at Heatrae Sadia, said: "Over recent years the UK has seen increased demand for mains pressure hot water, in line with consumer demand for powerful showers and fast filling baths. Unvented cylinders are therefore a popular choice - but we know there is still untapped potential. And while all the plumbers involved in our research agreed that Megaflo HE is the best unvented product on the market, we also want to raise consumer awareness.
"We want to encourage homeowners to consider unvented systems, which will present installers with many new opportunities. Alongside the new bright, eye-catching identity, which we believe will really appeal to consumers, we have developed a consumer-friendly dedicated website, http://www.megaflo.com/, and new literature, which installers, specifiers and developers can use when selling Megaflo HE.”
Megaflo HE is the UK's market leading unvented hot water cylinder. Heatrae Sadia attributes the product's success to its hot water performance and durability, its energy efficiency, its unique internal air gap and floating baffle system, the length, terms and conditions of the product guarantee and the quality of the support package offered.