The brand transformation has been phenomenal..
The action to transform Hindware (the flagship brand of Hindustan Sanitaryware and Ind. Ltd.) into a mega brand was initiated 3 years back, and figures prove that they are paying off. With the objective to extend the brand proposition from just sanitary ware to a complete home furnishing solution, the brand has moved up in the rankings from 86 to 81. Today, the scope of the Hindware brand offerings extend to ‘Bathrooms, Kitchens and Beyond’. The advertising and communication for the brand repositioning broke the mould of normal and traditional bathroom product advertising and presented Hindware’s products as designer and fashion wares. The mood and tone of the current communication is heavily skewed toward a global positioning. The company’s strategy has always been to become a complete total home solutions provider – which it often reveals with its comprehensive, exotic launches. “Though we export to several countries like Australia, the UK, the Middle East, South America, etc. most exports have been under importers brand name and not Hindware. We, however, propose launching Hindware into international market next year,” affirms Ved Berry, VP, Marketing, Hindware. It’s evident that HSIL is not only looking at broadening the domestic presence but wants to step into international markets as well to cash in on the global sanitary ware potential.
Source : IIPM Editorial, 2009
The action to transform Hindware (the flagship brand of Hindustan Sanitaryware and Ind. Ltd.) into a mega brand was initiated 3 years back, and figures prove that they are paying off. With the objective to extend the brand proposition from just sanitary ware to a complete home furnishing solution, the brand has moved up in the rankings from 86 to 81. Today, the scope of the Hindware brand offerings extend to ‘Bathrooms, Kitchens and Beyond’. The advertising and communication for the brand repositioning broke the mould of normal and traditional bathroom product advertising and presented Hindware’s products as designer and fashion wares. The mood and tone of the current communication is heavily skewed toward a global positioning. The company’s strategy has always been to become a complete total home solutions provider – which it often reveals with its comprehensive, exotic launches. “Though we export to several countries like Australia, the UK, the Middle East, South America, etc. most exports have been under importers brand name and not Hindware. We, however, propose launching Hindware into international market next year,” affirms Ved Berry, VP, Marketing, Hindware. It’s evident that HSIL is not only looking at broadening the domestic presence but wants to step into international markets as well to cash in on the global sanitary ware potential.
Source : IIPM Editorial, 2009
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