07 a retail strategy for teenage engineering
semester six
group
2021
︎︎︎ who is teenage engineering?
teenage engineering (TE) is a swedish company that develops and sells products in the areas of experiencing and creating music. their goal is to pass on the fascination and interest for music to as many people as possible, while inspiring them with a playful and experimental mentality. TE is known for their very select product portfolio and deliberately long development times.
product portfolio
TE DNA︎︎︎ what was our goal?
our goal was to develop a holistic retail strategy for teenage engineering. in doing so, it was particularly important to us to do justice to the image, values and mentality of the brand. specifically, the brand perception should be strengthened and deepened and the brand should be brought closer to new target groups.
︎︎︎ how do we make that happen?
the developed actions are based on three time pillars:
the short-term, the mid-term and the long-term.
the short-term, the mid-term and the long-term.
strategy planphase 1/3
in the first phase, the goal is to strengthen and expand the presence of the brand in so-called niche stores (vinyl, skater, repair stores, ...). this will be achieved through two reimagined in-store displays, which have adopted the mentality of TE.
phase 2/3
in the mid-term phase, we want to address two target groups in particular.
the best agers were born in the 60s and 70s and were already influenced by the emergence of electronic music in the 80s.
the group of teenagers is currently in this very stage and can therefore be inspired in the field of electronic music production.
the best agers were born in the 60s and 70s and were already influenced by the emergence of electronic music in the 80s.
the group of teenagers is currently in this very stage and can therefore be inspired in the field of electronic music production.
the best agers are reached by so-called beat boxes in the public area in the form of reprocessed telephone boxes. these are fitted out indoors and offer a space to experience the brand and its products.
the interest of teenagers is to be awakened especially in schools. through project weeks with products from teenage engineering, they get to know music and how it is produced better.
phase 3/3
in the long-term, cooperation with niche stores, music stores, etc. will be promoted in order to build up local communities with the stores as a central point of contact. in this way, a broad spectrum of workshops and events is to be created through cooperation between local "mentors" and the store operators. this will deepen brand awareness even more and create a community both offline and online.
︎︎︎ summary and overview
