Financial Daily from THE HINDU group of publications
Tuesday, Mar 21, 2006
Financial Daily from THE HINDU group of publications Tuesday, Mar 21, 2006 |
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Marketing
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Strategy Variety - Interiors & Homes Haworth plans Ideation Centre at Pune facility Ajita Shashidhar
Mumbai , March 20 For US-based office furniture company Haworth, apart from a good pay packet and a healthy work culture, pleasing and comfortable interiors are equally important tools for talent retention in an organisation. The company is shortly going to launch an Ideation Centre at its recently inaugurated production facility in Pune, which would focus on working with large corporates in India, perceive their business goals, their work culture and accordingly try to create suitable office furniture solutions. "We are not going to focus on how the edge of the table should be, but on how the interiors of an organisation can be integrated with its overall business goals," said Mr Frank Rexach, Vice-President and General Manager (Asia-Pacific), Haworth. The company already has ideation centres in the US and in Shanghai and services big corporates such as Siemens, SAP and Nokia. "We are going to invest a lot on our ideation service to grow the market in India. The Indian mindset is driven by quality research and we think our ideation service would appeal to the business heads of companies in India," said Mr Rexach. He said the company is currently in the process of recruiting talent for the Ideation Centre, which would be a mix of sociologists, anthropologists, architects and people from various other disciplines. "Ideation would be all about brains."
Retail presence
On the retail front, Haworth already has a presence in markets such as Mumbai, Delhi and Bangalore, and Mr Kapil Agarwal, Managing Director, Haworth India, said that the company plans to foray into seven new cities this year. Also on cards is a media campaign, which would include print advertisements in in-flight and trade magazines. Mr Rexach said that the company would also look at associating itself with sports events. "We sponsor the Tennis Master Cup in China and this not only gives us brand visibility but also gives us an opportunity to host our clients." The company also plans to enhance its brand's experience by setting up its products in the studios of news channels and also airline lounges. "There will be no in-programme mention of the brand on channels, all that we want is the people who sit on it to experience the Haworth brand. It is the Haworth experience what matters," said Mr Agarwal.
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