Colombia. The paint manufacturing company reported that it decided to evolve the identity of its stores as a new marketing strategy to position the brand in the countries where it is located.
The stores will now be known as "Tiendas Pintuco" replacing the previous name: "Pintacasa Pintuco". This new identity will apply to the countries of Colombia, Panama and Ecuador; while in Costa Rica, Nicaragua, Honduras and Guatemala, the stores will be identified under the name of "Tiendas Protecto".
"This decision is due to a marketing strategy, in which through branding we consider the high power that Pintuco and Protecto have as an umbrella brand. Thus, thanks to its positioning, which generates confidence in our consumers and is an important differential against the competition, we believe that the halo effect that the umbrella brand will have on stores and vice versa, will bring great advances in terms of the understanding of communication by consumers and will even help increase traffic and boost sales, " says the official statement of the brand.
"Beyond a change of façade, the evolution of the image of our stores is a new way of showing ourselves, communicating and expressing who we are. Now the protagonist is the product and the great portfolio that Pintuco has. We want to give a 'push' to Pintuco to continue positioning it as the brand with the highest quality, innovation and support in the paint category," says Laura Paez, Retail Manager for Pintuco.
Brand leaders explained that the stores will also have a process of renovation of 'layout' inside, where the portfolios offered through the company's three business lines will be expressed more clearly: Decorative, Construction and High Performance Coatings.
This transition will take place in stages, starting with a pilot store in Bogotá. Gradually, the other stores will adapt this new experience for our consumers.
Source: Orbis Group.
