Datasheet
2
Dierentiation
ATAG understands the need for differentiation in a crowded market. Our strategy
provides the Kitchen Specialist with a brand that is built on the foundation of a
‘limited distribution’ policy. ATAG is ‘exclusive to the Kitchen Specialist’! Our 60 year
reputation for high quality, robust products remains a key element of our success, as
does our ability to design and market outstanding products and features that create
genuine differentiation within a new kitchen concept; leading to stimulated designers
and content, satisfied consumers. ATAG makes a Kitchen Specialist and its customer
different. ATAG is a pure alternative.
Exclusive to the Kitchen Specialist
In the UK and Ireland ATAG is ‘exclusive to the Kitchen Specialist’. This highly focused
strategy ensures our retail partners are professionals excelling in the design, supply
and installation of ‘kitchen concepts’ that are capable of containing and being
enhanced by ATAG products.
An independent Kitchen Specialist retailer choosing to support ATAG is making
a key business decision that will create genuine differentiation. By comparison
the established, main stream, dominant appliance brands follow a ‘multi channel’
distribution policy. A policy that clearly impacts the Kitchen Specialist. In partnership
with ATAG a Kitchen Specialist is employing a strategy of differentiation.
A Rigid Internet Policy
ATAG’s exclusivity to the Kitchen Specialist excludes other retail channels, including
the Internet.
The Concept of ATAG
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