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The Warsaw Voice » Business » August 26, 2010
Business & Economy
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Ko這: The Most Recognizable Bathroom Products Brand
August 26, 2010   
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Pentor Research International has conducted an independent survey, part of which concerned spontaneous recognition of brands and advertisements for renovation and construction products. The most recognizable brand of bathroom products in Poland is Ko這.

Pentor Research International is one of the leading research agencies on the Polish market. It conducted an annual survey, entitled The Polish Market for Building Materials. Polish Households’ Renovation and Construction Plans in 2010 and the Implementation of Such Plans Last Year, questioning a representative sample of Polish people. The survey shows that almost 29 percent of Polish households plan to carry out renovation work to their apartment or house this year. Households plan to spend almost zl.17,000 on average on such work.

Modern brand
Ko這 is the best-known brand in the bathroom products sector. A total of 179 brands were taken into consideration in the general league table. Among the top-ranking brands were Atlas, Dekoral and 好ie磬a. Ko這, which—in 12th place—ranked high in the general league table, was the most recognizable brand in the bathroom products sector. Asked about bathroom products, those surveyed most frequently mentioned Ko這. The brand owes its considerable popularity not only to skillful marketing but above all to an extensive range of products and high product quality. Bathroom products offered by the Sanitec Ko這 company stand out with their modern design, reflecting the latest trends. The product range includes not only items for private and public bathrooms, but also for children’s bathrooms and bathrooms for the disabled.

Przemys豉w Powalacz, president of Sanitec Ko這, says, “Our aim is to spread the overall modern bathroom concept among Polish people in order to raise the standard of private and public interiors. The solutions we propose combine functionality and a style that reflects current trends.”

Well-Established Brand
As part of its strategy, the company invests regularly in brand image, including during an economic slowdown. The opening of the company’s exhibition and training center in Cracow and the launch of a new online service in 2009 were part of this strategy. The Ko這 brand fared very well in a difficult period for the sector—sales levels were maintained and products manufactured by Sanitec Ko這 started to conquer the Balkan, Middle Eastern and even North African markets.

“We prepared for an economic slowdown by drawing up action plans for various problem scenarios,” Powalacz says. “Luckily, we haven’t needed to bring them into play so far, but working on them provided an opportunity to take a closer look at how the company functions and fine-tune some areas. It seems that the strategy we have adopted produces results and we are now the best-known brand in the bathroom products sector. This is a cause for satisfaction, all the more so as key strategic measures aimed at strengthening the image of the Ko這 brand in Poland are still to be taken—at the moment, we are adding the finishing touches to them. I expect these to help us maintain our leading market position,” Powalacz adds.

Brand with social awareness
Sanitec Ko這 is involved in a range of social and environmental projects. For 12 years it has organized the Bathroom Design competition and has donated products for bathrooms to schools and health care centers. Environmentally friendly business is also a priority for the company.
Adam Kowalski
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