18 BUSINESS AND TRAINING
achieve: “We therefore implore all South Africans to buy
local as we believe it is the responsibility of each individual,
be it public or private, to insist on local in order to increase
the demand. This will result in better prices of local
products, increased job opportunities and together this will
accelerate South Africa’s GDP growth and therefore result in
a better South Africa for us all.”
He notes the evolution of the business since its acquisition
by Lixil: “Cobra, American Standards and Grohe are three
plumbing companies in the group with similar ‘front of wall’
shiny silver products. This was initially the focus of the
group, but with time came a realisation that a lot of what
the company does is actually ‘behind the wall’ fittings and
valves. The front-of-wall items are typically selected by the
homeowner, architect or engineer, while the behind-the-wall
items, being invisible, are selected by the plumber or wet
services engineer in the case of commercial buildings.”
It was this realisation that prompted the creation of the new
role that Webb has in the company, as head of a separate
corporate identity known as CobraAssist. It is planning to go
live shortly with its own website, and has a call centre. “The
basis of this initiative is the recognition that the plumber is
the professional in this activity, and the person we should
build a rapport with and really get back into the plumbers’
hearts.” Cobra at one time had enjoyed almost monopolistic
dominance of the market, but its market share has fallen
considerably in recent years, as competition has increased
from both cheaper and similarly-priced products.
A furnace on the Lixil factory floor.
CobraAssist raises awareness of the backup and support
available with 27 technical specialists with deep product
www.plumbingafrica.co.za @plumbingonline @plumbingonline @PlumbingAfricaOnline August 2020 Volume 26 I Number 06