DagardValueProp-Report

Ardmac Fit-Out & Refurbishments Quarterly Newsletter July 2021

July 2025 DAGARD VALUE PROPOSITION AND TAGLINE DEVELOPMENT

DAGARD

Dagard undertook to develop clear, compelling value propositions and a strong company tagline in May 2025. This report is a summary of the key insights from the stakeholder engagement sessions held in May and June 2025. The core purpose of this work focuses on strengthening Dagard’s brand positioning and stakeholder engagement by developing a new value proposition and tagline, informed by internal and external insights.

List of interviewees: Luis Coelho Borges; Jason Casey; Dermot Mc Kenna; Alexane Delmas; Philippe Crocherie; Nicolas Labonne; Olivier Rennon; Rick Dobson; Achim Leins; Jose Luis Borrallo; Jose Marques; Mario Veronesi; Tanguy Hondarrague; Christophe Martin

OPERATIONAL AND ORGANISATIONAL STRENGTHS According to interviewees, the following themes highlight Dagard’s key strengths: • Reputation for quality products • Broad product range (doors, panels, turnkey solutions) • In-house design, manufacturing and installation: “full circle” • Trusted in high-risk, regulated sectors (pharma, food, health) • Longstanding expertise and reputation in France • Emerging global footprint (Portugal, USA, Italy) • Strong technical team with custom design capabilities • Reputation for product robustness and reliability

DAGARD

OPERATIONAL AND ORGANISATIONAL ISSUES As part of the interview process, a number of organisational and operational issues were identified. To ensure clients have confidence in the business, Dagard’s current or future ability to resolve these issues was identified as a key message for both the tagline and value proposition.

Summary key concerns: Delivery delays; poor communication; disjointed structure; brand confusion; reactive mindset; lack of agility; price sensitivity; workforce challenges; weak site knowledge/ understanding; comparison with competitor strengths.

Analysis of these challenges can be used to inform future planning in organisational development, internal training, branding, customer service and product strategy.

Delivery delays Repeated criticism of slow delivery times.

Sample feedback: •

“We don’t communicate enough.”

Full-service model often cited as causing bottlenecks and inefficiencies. Customers want certainty and clear timelines — Dagard often falls short. Sample feedback: • “Customers complain of delivery delays.” • “Slow response to problems.” • “Install quality suffered post-COVID.” • “Summer production issues.” • “Delays in delivery and reactive communication follows.” Internal communication and structure Teams are described as “disjointed,” with unclear roles and narrow communication channels. Information is frequently lost or delayed due to the need for internal consultations. Language barriers and a lack of empowerment within teams lead to poor responsiveness.

• “We wait to be contacted instead of leading.” • “Tech manuals are outdated.” • “No one outside France sees us as international.” Training and knowledge management Sales and business development teams lack consistent understanding of the brand and product. Global product knowledge and commercial messaging are disjointed. Urgent need for a standardised training programme and clearer internal messaging. Sample feedback: • “Old marketing material and out-of-date technical documentation.” • “Lack of marketing innovation and proactive outreach.” • “Limited visibility in consultants’ libraries and spec sheets.” Lack of agility and innovation Perceived as slow, reactive rather than proactive. Organisation seen as traditional or even “lazy” in product development. Limited rollout of new products or enhancements at the pace industries demand. Clients believe Dagard could lead on sustainability or regulation but fails to act fast enough. Overly broad product range Having too many options may dilute brand clarity and lead to internal inefficiencies. Some competitors offer more specialised solutions, which can appear higher value for certain clients. Inconsistent global brand identity and brand confusion Dagard France is not seen internally or externally as a global entity. Poor international integration within the Purever Group; sense of isolation. Disjointed operations between regional entities (Italy, USA, Iberia, France etc). Customers and staff alike are unclear on what Dagard truly does; no clear core values brought to life internally. Lack of clarity on key segments, core offers and how the brand should be positioned. Sample feedback: • “Feels like my grandparent’s brand.” • “No one knows what we actually do.” • “Logo and tagline say nothing.”

Sample feedback: Sample feedback: •

“Internal teams don’t speak to each other.” “Too hierarchical, no empowerment.” “Still stuck in ‘factory-first’ mindset.”

• •

• “Brand is outdated and not customer centric.” • “Internal communication is fractured and there’s inconsistent messaging.” Resource constraints Insufficient staffing to meet workload demands. Complaints about lack of people needed to do the work. Technical and operational resources are not always aligned to project scale or market opportunity. Customer service gaps Poor proactivity in communication; clients must chase Dagard for updates, even when teams are already working on solutions. Clients would prefer Dagard to be more upfront about delays and potential issues. Inconsistent after-sales service across regions (e.g. stronger in Iberia than France).

CUSTOMISED ENVIRONMENTS

Pricing pressure Consistently cited as a major barrier to growth. Clients acknowledge the quality but often choose cheaper options. Dagard is considered expensive, especially in the Global South. Customer experience Customers trust the product after installation, but the sales and delivery experience fall short. Some customers describe the working relationship as good, but the process is frustrating due to lack of or poor communication. There’s strong brand recognition, especially in pharma, but loyalty is challenged when service and communication falters. Sample feedback: • “Clients don’t always trust us.” • “We should tell them before there’s a problem.” • “Reactive not proactive.” Competitor strengths Competitors communicate better and more consistently with strong fit-for-purpose brands. Dagard doesn’t showcase success or innovation that engages customers.

DAGARD

COMPETITOR ANALYSIS Below is a summary of the competitor analysis conducted. The following competitors were mentioned, when prompted, by the interviewees and form the basis of the competitor analysis.

LINDNER GROUP Core Offering: Interior fit-out, building envelope, building services, insulation. Strengths: Custom solutions, full lifecycle services (design to maintenance), sustainability focus. USP: Family-run with 60+ years’ experience; strong international presence (40+ countries, 8,000+ employees). Positioning: Innovative, people-focused and sustainability- driven.

CLEAN ROOM ITALIA Core Offering: Turnkey cleanroom solutions with Italian- made products. Strengths: Innovation, R&D investment, quality project management. USP: Specialisation in modular, customised cleanroom builds. Positioning: Agile, design-led Italian cleanroom experts.

KINGSPAN Core Offering: Insulation, raised access flooring, airflow and containment systems. Strengths: High-performance materials, global reach, sustainability focus. USP: Market leader in insulation and data centre envelope solutions. Positioning: Green innovation and high-quality engineering.

ARCELOR VITAL (ARCELORMITTAL CONSTRUCTION) Core Offering: Façade profiles and building envelope solutions. Strengths: Modular, aesthetic and performance-focused façades. USP: Backed by world’s leading steelmaker; strong R&D. Positioning: Smart, customisable architecture solutions.

AES CLEAN TECHNOLOGY Core Offering: Modular cleanrooms – design, manufacturing, installation. Strengths: 35+ years in cleanrooms, vertical integration, fast-track delivery. USP: Singular focus on cleanroom technology with guaranteed results. Positioning: Partner from concept to compliance, especially in life sciences.

PLASTRUP GCON Core Offering: Prefabricated cleanroom PODs and modular components. Strengths: Quality, sustainability, certainty in cost/delivery. USP: POD cleanrooms and infrastructure solutions. Positioning: Innovative, future-proof cleanroom builder.

CUSTOMISED ENVIRONMENTS

GEORGES LABO Core Offering: Panels and components for cleanrooms. Strengths: Serves pharma, hospital, aerospace sectors. USP: End-to-end from partitioning to full unit build. Positioning: Technical precision for specialised industries.

DALDROP Core Offering: Global cleanroom technology solutions. Strengths: High standards, global project delivery. USP: Merges innovation with long-standing experience. Positioning: Quality-focused with a global reputation.

CLEAN SPACE Core Offering: Modular cleanrooms, turnkey design to validation. Strengths: Fully integrated services, CQV, aftermarket. USP: End-to-end cleanroom partner ensuring speed and compliance. Positioning: Operational readiness with a risk-managed approach.

AUSTAR Core Offering: Life sciences process and cleanroom systems. Strengths: Full-spectrum solutions, regulatory expertise. USP: Turnkey pharma/biotech tech and equipment provider. Positioning: Deep technical and regulatory partner for life sciences.

WEISSTECHNIK Core Offering: Cleanroom technology and containment systems. Strengths: Custom solutions, monitoring, pharma-focused. USP: Long-standing expertise via Weiss Pharmatechnik. Positioning: Safety and quality through technology.

BECKER REINRAUMTECHNIK Core Offering: Turnkey cleanroom systems. Strengths: Sustainability, energy-efficient builds. USP: Pure, reliable, and cost-efficient cleanroom solutions. Positioning: German-engineered cleanroom quality.

DAGARD

DELTA 2000 Core Offering: Cleanroom design and production. Strengths: 20+ years’ experience, innovation and flexibility. USP: Multi-sector experience with structured project delivery. Positioning: Top-tier modular cleanroom provider.

PARTECO Core Offering: Modular cleanroom systems, “Made in Italy”. Strengths: Customisable, highly prefabricated solutions. USP: Long history (since 1974) and turnkey execution. Positioning: Prefabrication excellence with partnership approach.

MONOPANEL Core Offering: Sandwich panels and metal building envelopes. Strengths: 50+ years of expertise, strong technical support. USP: Trusted supplier in France for envelope systems. Positioning: Reliable, long-term supplier for construction industry.

PCI Core Offering: Integrated cleanroom solutions for life sciences. Strengths: Speed, safety, and compliance. USP: Custom designs and modular builds with rapid timelines. Positioning: Time-critical, innovation-led cleanroom partner.

ILKAZELL Core Offering: Custom cleanroom components. Strengths: Flexibility, unique manufacturing methods. USP: Agile response to technological change. Positioning: Niche, tech-adaptive supplier.

GILCREST (PURACORE) Core Offering: FM-approved cleanroom systems (Puracore). Strengths: Aluminium honeycomb panels, high performance. USP: Trusted by major pharma brands. Positioning: Premium cleanroom solutions with a global track record.

CUSTOMISED ENVIRONMENTS

PROPOSED VALUE PROPOSITIONS The following are the proposed value propositions for Dagard to consider and test:

DAGARD IS A GLOBAL LEADER IN CLEANROOM, CONTROLLED ENVIRONMENT AND COLD STORAGE PRODUCTS. WE MANUFACTURE PRECISION-ENGINEERED SOLUTIONS THAT GUARANTEE OPTIMAL PERFORMANCE. / DAGARD EST UN LEADER MONDIAL DANS LES DOMAINES DES SALLES BLANCHES, DES ENVIRONNEMENTS CONTRÔLÉS ET DES SOLUTIONS DE STOCKAGE FRIGORIFIQUE. NOUS FABRIQUONS DES SOLUTIONS CONÇUES AVEC UNE PRÉCISION TECHNIQUE QUI GARANTISSENT UNE PERFORMANCE OPTIMALE.

DAGARD PRODUCTS ARE TRUSTED IN THE WORLD’S MOST COMPLEX, INNOVATIVE AND TECHNOLOGICALLY ADVANCED SPACES. ENHANCED BY THE GLOBAL STRENGTH AND INDUSTRY-LEADING EXPERTISE OF THE PUREVER GROUP, DAGARD HAS BEEN AN INDUSTRY INNOVATOR SINCE DAY ONE. OUR STATE OF THE ART, COMPREHENSIVE PRODUCT RANGE CONTINUES THIS LEGACY TODAY. / LES PRODUITS DAGARD SONT RECONNUS ET DIGNES DE CONFIANCE DANS LES ENVIRONNEMENTS LES PLUS COMPLEXES, INNOVANTS ET TECHNOLOGIQUEMENT AVANCÉS AU MONDE. PORTÉE PAR LA PUISSANCE INTERNATIONALE ET L’EXPERTISE DE POINTE DU GROUPE PUREVER, DAGARD EST UN ACTEUR INNOVANT DE L’INDUSTRIE DEPUIS SES DÉBUTS. NOTRE GAMME COMPLÈTE DE PRODUITS DE POINTE PERPÉTUE CET HÉRITAGE AUJOURD’HUI.

DAGARD’S PRECISION-ENGINEERED PRODUCTS ARE DEFINED BY OUR ADVANCED TECHNICAL EXPERTISE, DEEP INDUSTRY KNOWLEDGE AND CUSTOMER INSIGHT. WE ARE PASSIONATE ABOUT ACHIEVING YOUR VISION. / LES PRODUITS DAGARD, CONÇUS AVEC UNE PRÉCISION TECHNIQUE, SE DISTINGUENT PAR NOTRE EXPERTISE AVANCÉE, NOTRE CONNAISSANCE APPROFONDIE DU SECTEUR ET NOTRE COMPRÉHENSION DES BESOINS CLIENTS. NOUS METTONS TOUTE NOTRE PASSION AU SERVICE DE LA RÉALISATION DE VOTRE VISION.

DAGARD’S PRECISION-ENGINEERED PRODUCTS ARE DEFINED BY OUR ADVANCED TECHNICAL EXPERTISE, DEEP INDUSTRY KNOWLEDGE AND CUSTOMER INSIGHT. WE ARE PASSIONATE ABOUT ACHIEVING YOUR VISION.

/ LES PRODUITS DAGARD, CONÇUS AVEC UNE PRÉCISION TECHNIQUE, SE DISTINGUENT PAR NOTRE EXPERTISE AVANCÉE, NOTRE CONNAISSANCE APPROFONDIE DU SECTEUR ET NOTRE COMPRÉHENSION DES BESOINS CLIENTS. NOUS METTONS TOUTE NOTRE PASSION AU SERVICE DE LA RÉALISATION DE VOTRE VISION.

PROPOSED TAGLINES The following are the proposed taglines for Dagard to consider and test:

TECHNICAL PRECISION FOR ENDURING PERFORMANCE / PRÉCISION TECHNIQUE POUR UNE PERFORMANCE DURABLE

ENGINEERED TO PERFORM / CONÇU POUR PERFORMER

PRECISION. QUALITY. PERFORMANCE / PRÉCISION. QUALITÉ. PERFORMANCE.

TECHNICAL PRECISION FOR OPTIMAL PERFORMANCE / PRÉCISION TECHNIQUE POUR UNE PERFORMANCE OPTIMALE

NEXT STEPS 1. Dagard’s leadership team will receive a presentation on the key insights highlighted in this report alongside the proposed tagline and value proposition. The team will provide feedback, and this will be incorporated before moving to the second step.

2. Dagard employees will have an opportunity to provide additional feedback before final refinement.

3. The final value proposition and tagline will be approved by the leadership team.

4. Marketing teams will create visual identity and tagline assets.

5. The sales and marketing teams will host internal alignment workshops with sales, operational and leadership teams.

6. All technical and operational content will be updated with new tagline and value proposition in line with planned reviews.

7. Rollout of a phased multilingual launch campaign.

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