NEWS 11
Farewell Lionel
By
Rory Macnamara
Lionel Schultz , the Kwikot Brand Marketing Manager , in the Electrolux Group retired after 19 years with the group at the end of 2021 , having joined the group in January 2003 .
It is not only 19 years with Electrolux / Kwikot , but a further 16 years in marketing in the FMCG sector .
Rather than go over memories of the time spent in marketing and branding , we felt it would be helpful to share some of Lionel ’ s thoughts on marketing ; a subject close to his heart and something he was very successful at with Kwikot , particularly in reaffirming and raising the awareness of the brand as competition increased .
One story we will relate is when Lionel started as a salesperson selling Aspro Headache Tablets directly from a car to cafes . The sales pitch – when you have a ‘ babalas ,’ take an Aspro .
Whatever our business , if we are not applying basic principles of marketing , one has little chance of success no matter how brilliant one is technically or at bean counting or plumbing !
“ Branding is essentially for a company , product or service to make a promise to its customers and / or consumers . It is what makes a memorable expression stick with customers .”
What is the primary benefit of branding then ?
“ To establish trust within customers or consumers and create loyalty and inevitable repeat purchases and usage . A brand also provides the customer and consumer a way to remember the company , product or service and creates an identity of the offerings as well as sets one apart from competitors . From this comes the expectation of good offerings and reliability .”
With such a choice of media available is there any one medium better than the other ?
“ All forms of media have a role to play , however the type of media selected is dependent on the target market to be reached . The product or service will also have an influence on which type of media to use . In South Africa , the urban and rural demographics have to be taken into consideration when selecting the media types that are to be used .”
Following on from that answer , what advice would you offer the plumbing sector / readers / users in terms of marketing ?
“ Marketing is a very specialised profession ; however , we all think we
Lionel Shultz . are marketers which is not the case . Marketing is not just advertising or sales – these are parts of the whole and the whole is greater than the parts . Dependent on the size of the business , it is advisable to approach a small , medium , or larger agency or even an experienced marketing person who can offer guidance and assist with the marketing . However , the main factor is to identify the target market one wants to reach , for the marketing objectives to be established ( the what ) and the strategies set in place ( the how ).”
We wish Lionel a superb retirement from the industry he has served well and with commitment . PA
L . Shultz www . freepik . com
PLUMBDRAIN AFRICA
THE PLUMBING , DRAINAGE , SANITATION , WATER , SANITARYWARE AND ENGINEERING EXHIBITION
Find your flow at PlumbDrain 2022 by booking your space now ! www . plumbdrain . co . za
MAY 2022 MPUMALANGA
SEPTEMBER 2022 NORTH WEST
OCTOBER / NOVEMBER 2022 JOHANNESBURG / PRETORIA
February 2022 Volume 27 I Number 12 www . plumbingafrica . co . za