10 Sep 2004

Sports knocking at your door

Marketing is all about segmentation. More and more products in our day-to-day lives are targeted at specific consumer groups. Why not door handles for teenagers?

How to reach the teenagers

While thinking about its 2004 new DIY (Do It Yourself) lever handle, Bezault, the French market leader in door hardware, discovered that teenagers' bedrooms had been forgotten. Using sports is a good way to talk to teenagers, and with its internal design resources, Bezault deployed a full range of sport-related handles to fill the gap.

“After a brainstorming session that was really fun, we came out with five workable designs addressing fans of soccer, rugby, golf, tennis and boxing,” says Frédéric Colin, Managing Director of Bezault. “As we were in the brainstorming stage, we also developed a phosphorescent light-bulb-shaped lever to reassure younger children in the dark.”

Sports - a great marketing theme

Sports are a strong marketing theme that can be supported by many events during the year. The soccer lever for instance was selected by Leroy Merlin, a French DIY-chain, for a massive display in June during the Euro 2004 in Portugal. The products were also chosen by L’Equipe, a leading French sport magazine, in its shopping pages.

The PVC levers are assembled on a silveranodized aluminum long plate or rosette. The products are available in 7or 8mm spindle and various function holes and centers.

www.bezault.com