NEWS
7
Opportunities that lie ahead
Suelmann was optimistic about the many opportunities that
are available in the market. GDWT is part of an international
network of manufacturers, including Lixil from Japan and
American Standard from the United States. “It’s a big
powerhouse of manufacturing competencies. Once we really
start tapping into this network from a commercial point of
view, there will be a lot of potential for us out there with all
our plans,” he explained. He also commented on how South
Africa is ideal for sanitaryware products because of the
growing middle class, despite the economic challenges the
country is experiencing. “Don’t forget that there is no country
in the world that does not have macroeconomic issues. It is
volatile, but the opportunities are there.”
Branding is an essential element that is directly related to
available opportunities. Brands that are marketed well are
able to make the most of the opportunities that are available.
Branding of GDWT’s products is another aspect the company
is working on improving. “The good thing about these brands
is that they are very complementary.” A clear distinction and
understanding of each brand will assist in the performance of
the brands in the market. The company now has a marketing
department dedicated to differentiating the products in a way
that will resonate with the end user.
Not compromising on quality
Maintaining quality standards is something in which GDWT
prides itself. Suelmann cautioned against being tempted by
short-term gains. Maintaining exacting standards is a priority,
with an emphasis on ethics and the way the company does
business. “We are not here to make a quick buck. What I
see very often — with all due respect to the competition —
are some products perceived as competitive in the market,
which they are not.” He added that the products were merely
labelled as competitive to make a quick buck. “That’s not us.
We want to give value for money,” he added. He asserted that
GDWT wants to invest and give back to the country. While
GDWT manufactures good quality products, Suelmann did
highlight the importance of having qualified plumbers using
the products.
GDWT manufactures quality products that Suelmann
believes need qualified plumbers. For this reason, the
company plans to revamp the training centres to provide
better training for the plumbers. “We would like to work
with the plumber; we like to train them and get their input
on our products,” he explained. To achieve this, the training
centres would need to be closer to the factories to expose
trainee plumbers to the manufacturing of the products
they will be using. “If you go in there and you see how a
tap is produced with dedication, quality awareness, and
craftiness, then you will really know why we have such a
quality product.”
www.plumbingafrica.co.za
Moving with the times
With the world constantly evolving and technology
improving, GDWT is working on making adjustments
to its products and services to keep abreast of
technological advancements. “We are living in a digital
world nowadays, so the plumber may no longer contact
us via telephone or fax.” As a result, manufacturers like
GDWT might communicate and interact with plumbers
through an app, where backup support services may be
provided to the plumber through the actual app. “Instead
of us sending the service guys over, we can do this via
the app.” This would entail having video instructions
and specifics of the products on the apps. “Those are
developments which are there and are happening in
society,” he said.
Another notable change has been the company changing
its name from Grohe Dawn Water Technology to Lixil
Africa. The name Lixil is not new to GDWT, as the Lixil
Group owns 51% of GDWT. Lixil is a global leader in
the housing and building industry. Lixil’s product range
includes the full suite of bathroom sanitaryware and
technologies, from luxury to the value ends of the
spectrum. The decision to change the name was made
to create a distinct identity of the company that will
be understood by everyone. Furthermore, changing
the name to Lixil Africa will assist the company to
communicate better across the board.
Plans for 2017 and beyond
There is lots to look forward to and expect from GDWT in
2017, including the rebranding and relaunching of what
will officially be known as Lixil Africa. A new Live! Centre
opening in Cape Town is also on the cards. Despite all
the changes and plans for the future, GDWT remains
dedicated to excellence in manufacturing. “We want to
produce fantastic products,” concluded Suelmann. PA
GDWT’s production is
improving through the
investment into new
manufacturing technology
by Lixil, a major shareholder
of GDWT.
I’m really
convinced that
within a period
of three years
we will be back
to what we
were with our
factories.
August 2017 Volume 23 I Number 6