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