New Challenges Toward Era Transformation
Mitsubishi Electric's air conditioning business has reevaluated its approach, shifting from a focus solely on functional value to positioning itself as a provider of new spatial solutions.
Challenges
Diversifying Lifestyles
Our lifestyles have undergone significant changes. As lifestyle diversity progresses rapidly, demands for comfortable living environments have intensified. However, it became clear that merely offering high-performance air conditioners was insufficient to meet these diverse needs. Mitsubishi Electric recognized the need for fundamental reform in its role and value within the air conditioning industry.
Solutions
Focusing on User Benefits
Through discussions, it became evident that enhancing the quality and comfort of spaces where users spend their time should be Mitsubishi Electric's core value proposition. Deciding to move away from simply selling products, the company aimed to transform its business model towards providing enriching 'experiences.' This vision led to the development and implementation of a new brand story.
Results
Unique Value Proposition Based on Experiences
Instead of focusing solely on performance competition, Mitsubishi Electric's emphasis on user experience led to a new approach to value proposition and served as the starting point for its new branding initiatives.
Type
faces
Color
Schemes
RGB / 255 255 255
CMYK / 0 0 0 0
HEX #FFFFFF
RGB / 224 221 213
CMYK / 0 1 94 12
HEX #E0DDD5
RGB / 188 48 3
CMYK / 0 74 98 26
HEX #BC3030
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