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Johnson Tiles Consolidates all brand Assets Under Single Unified Identity

H &R Johnson (India), a division of prism cement limited 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 endure will henceforth be attached to the flagship brand identity. Marbonite & endure will now get re branded as Johnson marbonite and Johnson endure 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, Mr Vijay Agarwal, 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 solution businesses like Johnson Bathroom (bathroom products business), Johnson crystal (engineered marble & quartz) Johnson kitchens (modular kitchen ) & 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-shop and will be branded as Johnson arena, Johnson class and Johnson exclusive. The company has already set-up 32 retail experience zones by the end of the first half of current fiscal.
About H & R Johnson (India) established in 1958, H&R  Johnson (India) is the pioneer of ceramic tiles in India. Over the past five decades, HRJ has added various product categories to offer complete solutions to its. Customers. Today, HRJ enjoys the reputation of bring the only entity in india to offer end-to-end solutions of tiles, sanitary ware, bath fittings and kitchens. HRJ along with its joint ventures and subsidiaries has a capacity of over 51 million m2 per annum spread at its manufacturing plants across the country. Under its flagship brand, Johnson, HRJ offers glazed wall and floor tiles, bath products, kitchens, laminate / engineered wooden flooring, and engineered marble and quartz. Johnson’s marbonite brand offers a complete range of vitrified tiles (polished and glazed), and johnson’s endure offers industrial tiles and tiles for special applications like bathrooms/ high traffic areas /swimming pools etc. during the fiscal year-ended 31st march 2012, H&R johnson’s gross revenues crossed rs. 1729 crores with total sales volume crossing over 46 million square meters. Lts pan-india distribution network is one of the largest in the industry and comprises of over 54 modern retail stores called house of Johnson & Johnson corners besides 1200 dealers, 15000 sub-dealers and a large network of retail franchisees.
About prism cement ltd prism cement limited is one of india’s leading integrated building materials companies; with a wide range from cement, ready-mixed concrete, tiles, and bath products to kitchens. The company has three divisions, viz. prism cement, H & R Johnson (India), and RMC ready mix  (india). For the year ended march 31, 2012, the company’s consolidated sales turnover was Rs. 4893 crores.

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