In complete contrast to last week’s blog on William Hill the bookmaker’s inconsistent marketing and shabby presence on the high street, this week we’re going to the other end of the marketing spectrum by featuring TOTO, the leading Japanese sanitary ware manufacturer. On visits to Japan, members of the Nae Bother team have come to appreciate the high-tech Washlet toilets with their automatic lids, and built in bidets with dryers which get you that bit cleaner, and wondered why you never saw them in Europe. With a large following in Asia and the US, the company now has ambitions to make a big impression in the European market, with the recent opening of TOTO’s state-of-the-art showroom in London’s trendy Clerkenwell, which showcases its premium range products (140-142 St. John St, London, EC1V 4UB).
With a luxury offering in the UK, TOTO’s marketing strategy so far has been to target the very top end of the market and try to gain brand recognition through various PR initiatives and its own distribution channel, namely, the stylishly branded, TOTO concept store in London. With such an innovative product line and no direct competition, TOTO will have to educate its target market about the brand’s attributes, in particular, its Clean Technology and eco credentials, as people will not have experienced anything like it before in the UK. Hence, it’s likely that we’ll also see a quirky advertising campaign in print and possibly outdoor – an approach that was highly successful for the company in the US market. Moreover, it will be interesting to see what the company does with social media, as many luxury brands feel that it may tarnish their brand. At Nae Bother we think there are skilful ways for luxury brands such as TOTO to engage with customers via social media without losing brand allure.
TOTO’s main brand association is currently with its high-tech toilets but it also produces a complete range of innovative and stylish baths/showers, along with furniture. Interestingly, the company will not be selling directly to consumers but to specialists, such as high-end property developers (Candy & Candy and Finchatton immediately come to mind), hoteliers, interior designers and architects who will then incorporate the products into their luxury projects. From a recent visit to the London concept store, we think TOTO is doing a fine job creating a positive brand experience. Every touch point with the brand gives a consistent feeling of quality - from the stylish interior of the minimalist showroom, the sophisticated and luxurious feel of the products on display, the friendly and knowledgeable staff, to the visitors’ book at the entrance – all these things leave a favourable impression of the brand. Additionally, in keeping with the trend amongst luxury retail brands to associate themselves with fine art to reinforce their quality and craftsmanship, an entertainment space in the basement has hosted art exhibitions. However, TOTO also sees its flexible showroom as a hub for creative businesses in the area, offering its meeting rooms and downstairs space for local events and exhibitions.
TOTO has shown great attention to detail with regards to its marketing mix; furthermore, it was a shrewd move to involve the journalist, publisher and pro-Japanese style guru Tyler Brûlé in the brand’s recent launch. We think it won’t be long before this aspirational Japanese brand becomes synonymous with luxury in the UK’s bathrooms: http://eu.toto.com/
No comments:
Post a Comment