Thursday, January 29, 2009

Kohler : The Bold Look

Brand : Kohler
Company : Kohler India

Brand Analysis Count : 375

Kohler is a global brand which has a unique position as a designer kitchen and bathroom accessory brand. This American brand has a rich history dating back to 1883.

Kohler was launched in India in 2006. The company is in the business of power systems , kitchen and bath accessories. Indian bathroom accessory market is worth around Rs 2500 crore and Kohler is aiming the premium segment of the market.

The brand came into my notice when I saw the advertisement of Kohler, where the lady asks the famous architect to build a house around a faucet.

Watch the commercial here : Kohler Architect

I frankly did not like the ad. What in the world one would imagine such a situation where you fall in love with a faucet or a closet ? I thought it as absurd when a person wants the architect to build a house matching a bloody tap.

Infact that lousy ad prompted me to go and search for this brand. And surprisingly now I am impressed.Impressed because Kohler wants people to fall in love with their products. Impressed because of the kind of innovation that the company try to bring into a product like bathroom fittings, taps and closets.

It would not be an exaggaration to say that Kohler has an iconic status in this segment. The brand is in the forefront of innovation and some of the products are really mind-blowing.

For example, Kohler has a brand - Purist Hatbox toilet which is a one piece tankless toilet .It has electronic actuation and Quiet close toilet seats. The design is totally unique and minimalistic.

The brand hence want to be a desire- object. Another interesting thing about this brand is its commercials. It is sad that Kohler chose its worst commercial for India.

Actually Kohler is famous for some of their commercials. One such campaign is known as " As I See it " .
In this campaign, Kohler partners with nationally recognized artists and photographers and create ads . The artists are free to use Kohler products to create the imagery. This campaign has won several awards for the brand. The campaign was launched in 2002 and is executed by the brand's ad agency GSD&M Idea City. Kohler launched the campaign in India in 2008.

Kohler globally has been positioned as an object of desire, unconventional and bold. The brand has the tagline " The Bold Look " . The " Bold Look" campaign originated in 1960 when the brand tried to experiment with bold , unconventional designs. The Bold Look later bacame the reflection of the culture and attitude of the company. If you closely look at most of their products, the brand has tried to break away from the conventional mould.

Kohler is trying to create a new perception about bath fittings and accessories. The brand is targeting the upwardly mobile Indian consumer segment who would like to have the best of all worlds. More over , bathroom fittings and faucets have become lifestyle products. Indian consumers are now mimicking the west for their home designs. People now want " dry " bathrooms , bathrooms which look like " living rooms "....

All these have created huge potential for a designer brand like Kohler.

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