Brand Acumen Marketing: Brabantia

LIFESTYLE STAINLESS STEEL ACCESSORIES FOR HOUSEHOLD PRODUCTS

Brabantia is a family owned business started in 1919 with 15 people and a small factory in the Dutch town of Aalst. Right from the start, good, professional workmanship has been the driving force behind their success. Presently Brabantia is a thriving $145 million MNC having 15 Sales offices and 7 manufacturing units across worldwide.

Brabantia designs and manufactures products in the following categories:

» Waste Collection
» Laundry Care
» Food Storage
» Food Preparation

They design products for the present, but with an eye to the future - products that will contribute to your home, office and the way you live your life - for many years to come.

Their ambition is simple: to develop solid household products that retain their beauty and performance for up to 20 years.

Brabantia’s products are designed for the long run. Their products:

» meet future needs
» are durable
» are functional
» are timeless

Brabantia stands as a company that typifies durable solutions and lasting values

Slide #1:

» Founded in 1919 with 15 employees in the Dutch town of Aalst
» 3rd & 4th Generation Mgmt
» has 900 employees worldwide
» Focus:

Quality
Solidity

» Brabantia is a sales oriented company with the brand as core business

Slide #2:

Brabantia’s mission is to earn success through satisfied and repeat buying end consumers with functional, desirable and timeless products for kitchen and home. That’s the reason why the company is called:

» Brabantia - The Solid Company
As we all know for any product to succeed. It has to have the following characteristics:
- Functional: needs to be practical and usable
- Desirable: Even if some needs are met but the product is not appealing to the consumers they will not make the purchase. Thus the product has to be desirable too.
- In addition, Brabantia believes in making products that are timeless; their logic says "We don’t know if people will dispose off their waste using dustbins after 10 or 20 years, but we are making our dustbins to last that long. This basically talks about their commitment to quality of their products.

Slide #4: Sales Units

They currently have their own sales units in the following countries:

» UK
» Netherlands
» Belgium
» France
» Germany
» Spain
» Denmark
» Switzerland
» Sweden
» They export to over 66 countries through their partners

Slide #5: Export Divisional Offices

Brabantia currently has its export divisional sales offices in these regions:

» Asia
» North & South America
» Middle East
» Eastern Europe
» Rest

Slide #6: Manufacturing Units

Brabantia’s manufacturing units are all ISO 9001/9002 certified. They have factories in the following countries:

» Belgium
» 2 factories in Netherlands
» Germany
» UK
» China

Slide #8: Product Mission

Brabantia’s ambition is simple: To develop solid household products that retain their beauty and performance for upto 20 years

Slide #9: Brabantia focuses on

Brabantia designs and manufactures products in the following categories:

» Waste Storage
» Food Storage
» Laundry Care
» Food Preparation
» Hardware
Brabantia Concepts Marketing is currently launching with the Waste Storage and Food storage solutions of the company in India. Will move into Food Preparation within 6 months - 1 year of launch.

Slide #10: Turnover Slide

Slide #11: Brabantia Growth Strategy

Brand - continuously invests in brand promotions and awareness.
- Currently they have the timeless campaign
- POS material is provided by Brabantia; as you can see the quality of the POS is itself so good; you can definitely rest assured that the quality of their products is much better.
Logistics - be a reliable supplier to their export partners
Staff - Invest in staff and partners through training and motivation
Innovation - they want 25% of their turnover to come from new products.
- This commitment to innovation ensures that they are always launching new products continuously.
- Twice a year they launch new products.
- Their criteria for new product development remains the same: functional, attractive and timeless
- Focus on quality never changes.

visit us @ http://www.brabantia.com

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