Changing brands is an interesting marketing exercise, according to Hemaka Amarasooriya, Chairman, Singer Sri Lanka.
He was speaking at the media launch in Colombo last week to re-brand ‘Modern Homes’ into ‘Singer Homes’ – the furniture marketing arm of Singer Sri Lanka. Singer officials for the press briefing sat on ‘Head Sofas’ – a lush set of sofas of the Singer make - instead of the usual ‘Head Table.’
Mr Amarasooriya said that Singer has matured in the art of manufacturing and retailing and now they have become experts in the furniture manufacturing. He said that they would be competing with the strongholds of family furniture makers for the last 100 years and emerge market leader in the furniture manufacturing very soon.
With the re-branding, through their island-wide chain of furniture stores, Singer Homes have unveiled a range of new products and services and have fully aligned itself with the world-renowned Singer brand family, which includes Singer Plus and Singer Mega. In the last few months alone Singer Homes has introduced three new sofa lines, in addition to their ranger of furniture including wardrobes, bedroom suites, etc.
Mr Amarasooriya said that with their dealings of their customers for the last 155 years they understood the customer needs and not only the cities and towns but they have also adequately penetrated the rural market.
The hire-purchase system that operates throughout by Singer, is also availed to Singer Homes customers, with flexible and affordable payment options that attracts the rural population too. He said that in this manner they are helping the people of Sri Lanka to have a comfortable lifestyle. (QP)