Lecico Bathrooms brand book
Lecico Bathrooms staff poster

Client: Lecico Bathrooms

Lecico is one of the world’s largest manufacturers of ceramic bathroom suites, exporting sanitaryware to 50 markets worldwide. Founded in 1959, it has an established reputation for offering high standards at an affordable price, with manufacturing in Alexandria, Egypt.

The leadership team at Lecico UK engaged CMDi to conduct a research based brand review, leading to the development of a robust, future-focused brand positioning strategy designed to accelerate profitable growth.

CMDi also helped to shape a new vision and corporate strategy, supported by a business roadmap to turn the strategy into action.

The process involved an 18 month brand review, customer research and brand re-positioning process, all designed to pinpoint and articulate the Lecico difference.

The success of Lecico over the years has been built on the strength of its people, authentic family values and an obsession with customer service and OTIF delivery.

This all pointed to a powerful value proposition, moving the brand out of the red ocean of sameness and into a blue ocean, delivering what customers want in today’s market – more than just great products – they want all round value.

We added the orange dot above the logo to mark the subtle, but important, evolution around this point of difference and shaped the Lecico offer around being about more choice, more satisfaction, more value: ‘a great deal more than just a great deal.’

The team have been involved in a series of workshops and customers are being invited to ‘discover more’ with a series of presentations launched at the Installer show.

CMDi have been engaged to support, track and develop implementation with senior consultancy inputs, employee and CSAT research.

Develop a strategy to drive growth from £25M to £50M over 3 years. Define the channels, territory and a differentiated positioning to meet commercial and corporate objectives, bring the team along on the journey and create more value for customers.

Strategic programme leadership • Research and insights • Corporate vision and commercial strategy • Brand positioning strategy and creative • Team onboarding and workshops • Customer relaunch presentations • Brand relaunch strategy and communications • Proof point and CSAT research and tracking

Customer and employee research is being established to track and manage implementation effectiveness.
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We have worked with Dianne and the team at CMDi for the past 12 months and have had an amazing experience. The team under Dianne’s guidance have helped us develop our strategy and brand position through a journey of exploration, debate and discovery. We found the approach enlightening and challenging which has resulted in real clarity about our next steps and direction. Working with CMDi is something all organisations could benefit from.

Antony Thompson, Managing Director, Lecico Bathrooms
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