Janola to Clean Up New Zealand Market

Janola to Clean Up New Zealand Market

AUCKLAND, New Zealand, March 23 /Medianet International-AsiaNet/--

Symex Holdings Limited (Symex) announced some aggressive plans for marketing leading bleach brand Janola in New Zealand today, after acquiring the iconic brand late last year.

According to Richard Ball, Australasian Marketing Manager – Pental Products Pty Ltd (Pental), a wholly owned subsidiary of Symex, the long term strategy is to see the brand become the dominant market leader in the bleach, toilet and cleaning products categories.

"Janola currently has 15 products in its stable and enjoys a 60 per cent market share of the $5.1 million retail value bleach market with annual sales of around $7 million," Mr Ball said.

"It may be dominant in bleach, but as it stands it's a minor player in the cluttered cleaning/laundry categories and this is something we need to address.

"So our strategy moving forward will be to capture more of the market and extend beyond just the bleach category. We aim to do this through a combination of innovative product development, supported by targeted marketing activities and leveraging Janola's 63 year brand heritage.

"At the same time Janola will complement our existing product stable which includes Softly, Huggie and Martha Gardener."

Mr Ball said the company would invest in developing innovative products and creative marketing initiatives to support the brand during the strategic growth phase.

"Janola has the ability to stretch further into other cleaning categories and we are in the process of integrating it into our current portfolio," Mr Ball said.

"New campaigns will be developed in the coming months, which will take these brands to a new level ensuring their long term position in the marketplace, and the kitchens and bathrooms of New Zealand families."

While current trade and marketing promotions already in place will continue, Mr Ball said the company would seek to pursue avenues of opportunities to add to its portfolio including further acquisitions.

"The Janola brand has been around for 63 years, and it is our task to ensure it is there for another 63 years," Mr Ball said.

ends

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