Gravitas Rebrands and Relaunches Electrolux in China
The Partnership recently carried out a major project for one of the world’s leading home appliance companies operating in China. The goal was to further differentiate the brand and solidify its standing in the fiercely competitive China
white goods retail environment.
After a brand evaluation, retail environment audit
and competitive analysis, Gravitas brought the brand
into line with the company’s global positioning.
Gravitas then designed an entirely new retail
environment and product display system that is to be
rolled out into over 600 locations on the mainland,
and
adapted for installation in shops throughout the region.
To publicize the change, we then also created a
national television campaign to
introduce the new
brand imagery into the marketplace.
Field work took place in Beijing, Shanghai,
Guangzhou and Hangzhou.
The project was directed by Hong Kong Partners
Clarke Mallery and Wilson Chan.
“Gravitas is not just a consultancy.
Apart from providing strategic thinking and planning,
they also put in experts with proven operational skills
to execute the recommended solutions.
This is what set Gravitas apart from the others.
We are very pleased with their results which were instrumental to our business turnaround in China.” –Vincent Tai, Director of Marketing, Electrolux AsiaPacific –
The Gravitas Partnership is working with one of the world’s
leading insurance companies in two key Asia markets.
In Korea we analysed their total route to market strategy
culminating in a new marketing channel mix. The strategy and
planning
took place in Seoul and Hong Kong. The Partners are leading the
on-going development and execution of the program, including creative services.
In Hong Kong, Gravitas is providing strategic direction and executional support together with the creative development of direct mail and telemarketing.
Projects were planned and executed directly by Gravitas Partners: Roger Winter- Bangkok, Godfrey Rooke - Hong Kong, Mark Stevens - Seoul and Ana Lee - Hong Kong.
Offices in three Gravitas Partnership countries have recently moved to new locations.
Gravitas Hong Kong
Suite 2903, Central Plaza, 18 Harbour Road, Hong Kong,Tel: (852) 21074884 Fax: (852) 2107 4808
Contact Partners: Wilson Chan (852) 90118511 or Clarke Mallery (852) 97720067
Gravitas Thailand:
17th Floor, ITF Tower, 140/35 Silom Road, Bangkok 10500, Thailand, Tel: (662) 634 1475, Fax: (662) 6341476
Contact Partners: Roger Winter: BKK (661) 988 5633 • HK: (852) 9138 9765
Richard Frost: BKK: (661) 9030273 • HK: (852) 91078851
Gravitas Beijing:
Suite 606, Silver Tower No.2 Dong San Huan Bei Road, Chaoyang District, Beijing 100027
Tel: (Int +8610) 6410 7136 Fax: (Int +8610) 6410 6718
Contact Partners: Mike Blackburn: (86) 13601195580 or Alan Reid (86) 13701200571
