Jaguar Bath Fitting

In India it is believed that the status of one’s family can be judged by the outlook of a bathroom. A decade back, people didn’t spend much on the interiors of the bathroom. More was concentrated on the functional products. But Jaguar changed all the rules of the game and offered a variety of bathroom fitting products. Jaguar is a market leader and thus so very successful in changing the perception of the people.

Before the entry of Jaguar, there were lot of small and fragmented players in the market and none of the market experts have ever believed that this so customer centric industry can ever be tapped by a national level organized player. Jaguar was the first company to offer after sales service at the doorstep. The brand Jaguar is in alliance with the demands of the young generation of India. Jaguar opened showrooms across India to introduce a bathroom concept where in customers can feel the bath-fittings in actual.
Innovation is also a part of Jaguar’s success story, where in company spend huge amount of money to introduce new products. Ceramic disc cartridge is one such product.

Jaguar has leveraged its brand equity by diversifying into other product categories like electrical fittings and accessories. Well jaguar has also joined hands with many International players such as Switzerland’s Aquis for sensor products, Glass Idromassagio for whirlpools and bath tubs and many more.

The core philosophy of the company is the customer service and this is the brand values. Company spends huge amount of money in below the line promotions so as to offer after sales service. On the other hand Jaguar was the first bath-fitting company to offer above the line promotions by introducing television commercials. The company offers training to its technicians so as they in turn satisfy the end customers.

The commercials of the Jaguar show that the brand is “TOO GOOD TO RESIST” and that is the tagline of the Jaguar. In one of the commercials of Jaguar, thieves steal the bath-fittings leaving behind other valuable items back. The commercial goes well aligned with the brand image of the company. With the changing nature of the Indian customer, company realized will in time that the value for money is what customers want and they are not price sensitive. That is why brand, quality and aesthetics are brand elements of the Jaguar.

Source: superbrands.org