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The Netherlands company PVG International has revised its marketing concept and will in future appear under just the one brand name
PVG International is integrating three brand names, Zibro Kamin (portable heaters), Zibro Plus (heater fuel) and Zibro Clima, to create a new brand called Zibro.
“The market is ripe for this move,” says Piet Hein Raijmakers, the PVG man responsible for Europe. With this new brand the company intends to become market leader for indoor climate control.
If PVG has anything to do with it, the peak times resulting from the changing seasons will gradually level out. Since the introduction in 2001 of a programme that includes air-conditioners as well as air humidifiers and dehumidifiers, the company’s concept is no longer dependent on the winter season alone. And recently the climate specialists have added a series of air cleaners to their programme. As Raijmakers says, “If we have any say in the matter, we advise dealers to set up a flexible four-seasons display rack. Then they can offer the air cleaners and humidifiers and dehumidifiers the whole year round, for example, then complement this range by the addition of air-conditioners in the summer and heaters in the winter.”
PVG has added air cleaners to its programme.
The new brand comes complete with a new logo and new packaging. The range of products is structured in four segments, each with its own colour. Orange stands for warmth, light blue for humidifying or dehumidifying, dark blue for cooling, and green for cleaning. PVG is attracting consumers’ attention to the new Zibro brand through print and radio advertising, and a website is also available. And when customers actually ask for Zibro products in a store there is PoS material to show them the way. Sales support comes in the shape of such things as display boxes and informative cards for sales staff.
PVG’s latest trump card is the launch of air cleaners this spring. “We have great expectations of this new group of air cleaners, and are keen to see when its sales figures will reach the high level of air-conditioner sales. Things really went extremely quickly when we started up with air-conditioners, so that Zibro’s sales figures have tripled since 2002. We also expect a further increase in air-conditioner sales in 2005.” Raijmaker’s optimism is derived from several different aspects: the changing climate, the growing number of people who have air-conditioning in their cars and would like to enjoy it at home as well, and the reasonable price ticket put on Zibro’s portable air-conditioners.
“The market is ripe for this move,” says Piet Hein Raijmakers, the PVG man responsible for Europe. With this new brand the company intends to become market leader for indoor climate control.
If PVG has anything to do with it, the peak times resulting from the changing seasons will gradually level out. Since the introduction in 2001 of a programme that includes air-conditioners as well as air humidifiers and dehumidifiers, the company’s concept is no longer dependent on the winter season alone. And recently the climate specialists have added a series of air cleaners to their programme. As Raijmakers says, “If we have any say in the matter, we advise dealers to set up a flexible four-seasons display rack. Then they can offer the air cleaners and humidifiers and dehumidifiers the whole year round, for example, then complement this range by the addition of air-conditioners in the summer and heaters in the winter.”
PVG has added air cleaners to its programme.
The new brand comes complete with a new logo and new packaging. The range of products is structured in four segments, each with its own colour. Orange stands for warmth, light blue for humidifying or dehumidifying, dark blue for cooling, and green for cleaning. PVG is attracting consumers’ attention to the new Zibro brand through print and radio advertising, and a website is also available. And when customers actually ask for Zibro products in a store there is PoS material to show them the way. Sales support comes in the shape of such things as display boxes and informative cards for sales staff.
PVG’s latest trump card is the launch of air cleaners this spring. “We have great expectations of this new group of air cleaners, and are keen to see when its sales figures will reach the high level of air-conditioner sales. Things really went extremely quickly when we started up with air-conditioners, so that Zibro’s sales figures have tripled since 2002. We also expect a further increase in air-conditioner sales in 2005.” Raijmaker’s optimism is derived from several different aspects: the changing climate, the growing number of people who have air-conditioning in their cars and would like to enjoy it at home as well, and the reasonable price ticket put on Zibro’s portable air-conditioners.
