Prism Cement on November 18 stated that it will consolidate its tile business division, H&R Johnson (India), under its flagship brand identity of Johnson Tiles. Thanks to the act the company’s all existing tile brands and product lines will be attached to the flagship business entity of Johnson, and henceforth Marbonite and Endura brands would be renamed as Johnson Marbonite and Johnson Endura, respectively.
Commenting on this consolidation, Prism Cement Managing Director Vijay Aggarwal said that the company aims to target the consumer through a unified force of product-line innovations in the tile business.
Over the last 10-15 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 in our tile to offer a unified promise, he said.
As part of the brand consolidation process, H&R Johnson (India) plans to launch a new marketing campaign to establish the unified identity in the domestic market and would spend 2-3 per cent of its revenues on the same.