H&R Johnson (India), a division of Prism Cement, 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 and Endura will now get rebranded as Johnson Marbonite and Johnson Endura, respectively.
As a key step in this brand consolidation process, H&R Johnson (India) has launched a 360 degree marketing campaign to establish the unified identity in the domestic market. The company will spend 2-3 per cent 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.
The ‘One Brand Strategy’ will allow H&R Johnson (India) to engage its corporate and 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 and project clients as well as its network of over 1,200 dealers, 15,000 sub-dealers, over 54 modern retail stores and several franchisee retail operations.
Commenting on this consolidation, Vijay Aggarwal, Managing Director, Prism Cement, said, “Over the last 10 to 15 years, the consumers’ 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.”
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.