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H&R Johnson consolidates all brand assets under ‘Johnson’ identity

The ceramic tiles brand earmarks 2% to 3% of revenues for marketing campaign

BestMediaInfo Bureau | Delhi | November 20, 2012

H&R Johnson (India), a division of Prism Cement Limited (BSE Code 500338) and a pioneer of ceramic tiles in India, is consolidating all its existing brands and product lines under its flagship brand identity ‘Johnson’. As a result, all its existing tile brands and product lines including Marbonite and Endura will henceforth be attached to the flagship brand identity. Marbonite & Endura will now get rebranded as Johnson Marbonite and Johnson Endura respectively.

 “One Brand Strategy” will allow H&R Johnson (India) to engage its corporate & project clients as well as the marketplace as a single, unified brand throughout the Indian sub-continent. This will ensure seamless strategic services to corporate & project clients as well as its network of over 1200 dealers, 15000 sub-dealers, over 54 modern retail stores and several franchisee retail operations.

 Commenting on this consolidation, Vijay Aggarwal, Managing Director, Prism Cement Limited said, “Over the last 10 to 15 years, the consumer’s awareness in home lifestyle has increased. Information sources have multiplied and the same consumer takes informed decisions even before entering the retail store. This has necessitated convergence of multiple brand identities to offer a unified promise. We aim to target the consumer through a unified force of product line innovations.”

Over the last few years, H&R Johnson (India) has diversified into various other home solutions businesses like Johnson Bathroom (bathroom products business), Johnson Cristal (Engineered Marble & Quartz), Johnson Kitchens (Modular kitchens) & Johnson Woodenza (wooden flooring).

 As a key step in this brand consolidation process, H&R Johnson (India) has launched 360 degree marketing campaign to establish the unified identity in the domestic market. The company will spend 2% to 3% of its revenues towards these marketing campaigns. Media communication of the unified identity will be communicated largely through ATL, BTL and e-Marketing initiatives including social media activations. The social media campaigns will aim to attract the nuvo audiences through conversations and community building measures. The company also aims to tap into customer insights through its social initiatives for CRM as well as new product development.

 H&R Johnson (India) is also setting up a pan-India network of Consumer Experiences Zones. These will take the form of Shop-in-Shops and will be branded as Johnson Arena, Johnson Class and Johnson Xclusiv. The company has already set-up 32 retail experience zones by the end of the first half of current fiscal.

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