กกกกกกกก Brand Positioning กกก KOHLER
การสร�าง Brand Positioning ของ KOHLER
KOHLER Heritage
INSPIRATION LEADS TO DESIGNADS TO DESIGN
KOHLER History
KOHLER History
KOHLER History
KOHLER History
The KOHLER Way
Kohler focus on design: • improving the level of gracious living• Stylish, lifestyle-oriented
Kohler point out a high standard of quality and manufacturing know-howthat promotes to be innovative in terms of product design (colours, materials) andaspects of comfort in the bathroom.
Kohler looks back at great advertising campaings• The Bold Look of Kohler
Communication Conclusions Key Success Factor
KOHLERProducts
KOHLER Awards
NUMI Toilet
รางวั�ล Good Design Award จากประเทศญี่��ป��น ในป� 2011
รางวั�ล IF Product Design จากประเทศเยอรมั�น ในป� 2012
Brand Positioning
Each brand is available through the regional Kohler sales manager
Economy
middle
Asia / pacific
Price
upper
High end
Strengths and Weaknesses
STRENGTHS• Internationality
– Industrial and market presence in 3 continents
• Strong presence in the US market in several bathroom product categories
• Complete offer for the bathroom (and Interior Design competence)– including material
diversification
WEAKNESSES• Limited international presence
of core brand• Weak presence in Europe
– Failure to enter the German market
– No success in transferring ranges from one country to another (Delafon/F vs Kohler/D)
– Specialist brands have only local presence (Mira, Sanijura)
Strengths and Weaknesses
STRENGTHS• Family owned company (long
term objectives and outlook, less short term pressure)
• Experience with acquisitions and investment minded
WEAKNESSES• Complexity of organisation
– factories– brands– countries
Opportunities and Threats
OPPORTUNITIES
• Fast growth of the Asian market will benefit to the Kohler local presence
• Ceramic acquisition or alliance in Europe
THREATS
• Concentration in industry & trade
Current strategy• Expansion of all kinds
– Geographically (Markets and production facilities)• Asia : China, India, Thailand• America : Mexico and US
– By product and material categories– for sourcing reasons
Current strategy
• Reinforcing of the core Brand and establishing sub-brands to cover all market segments
– Enlarge/improve the core brand Kohler • by taking control of the quality of our distribution in the
US (Showroom programs . The Kohler Store) (US)• Art’s involvement (Product, communication)
– Other brands:• Creation of Kallista and Ann Sacks as a luxury brand (US) • Be present in the lower segment with Sterling (US)• Use specialist brands (Europe/US)
THANK YOU