H&R Johnson (India), a division of Prism Cement Limited, is consolidating all of its existing tile brands and product lines under its flagship "Johnson" brand identity. This will allow the company to engage with clients and the marketplace through a single, unified brand. H&R Johnson (India) is launching a 360 degree marketing campaign spending 2-3% of revenues to establish the new unified brand identity. The campaign will use ATL, BTL, and social media initiatives to attract new audiences.

1. Media Release | H&R Johnson (India)
A division of Prism Cement Limited
FOR IMMEDIATE RELEASE
H&R Johnson (India) consolidates all brand assets under ‘Johnson’
identity
2% to 3% of revenues earmarked for marketing campaign
MUMBAI – 19th November 2012: H&R Johnson (India), a division of Prism Cement Limited (BSE
Code 500338) and a pioneer of ceramic tiles in India, is consolidating all its existing brands and
product lines under its flagship brand identity ‘Johnson’. As a result, all its existing tile brands
and product lines including Marbonite and Endura will henceforth be attached to the flagship
brand identity. Marbonite & Endura will now get rebranded as Johnson Marbonite and
Johnson Endura respectively.
“One Brand Strategy” will allow H&R Johnson (India) to engage its corporate & project clients as
well as the marketplace as a single, unified brand throughout the Indian sub-continent. This will
ensure seamless strategic services to corporate & project clients as well as its network of over
1200 dealers, 15000 sub-dealers, over 54 modern retail stores and several franchisee retail
operations.
Commenting on this consolidation, Mr Vijay Aggarwal, Managing Director, Prism Cement
Limited said, “Over the last 10 to 15 years, the consumer’s awareness in home lifestyle has
increased. Information sources have multiplied and the same consumer takes informed
decisions even before entering the retail store. This has necessitated convergence of multiple
brand identities to offer a unified promise. We aim to target the consumer through a unified
force of product line innovations.”
Over the last few years, H&R Johnson (India) has diversified into various other home solutions
businesses like Johnson Bathroom (bathroom products business), Johnson Cristal (Engineered
Marble & Quartz), Johnson Kitchens (Modular kitchens) & Johnson Woodenza (wooden
flooring).
As a key step in this brand consolidation process, H&R Johnson (India) has launched 360 degree
marketing campaign to establish the unified identity in the domestic market. The company will
spend 2% to 3% of its revenues towards these marketing campaigns. Media communication of
the unified identity will be communicated largely through ATL, BTL and e-Marketing initiatives
including social media activations. The social media campaigns will aim to attract the nuvo
audiences through conversations and community building measures. The company also aims to
tap into customer insights through its social initiatives for CRM as well as new product
development.

2. Media Release | H&R Johnson (India)
A division of Prism Cement Limited
H&R Johnson (India) is also setting up a pan-India network of Consumer Experiences Zones.
These will take the form of Shop-in-Shops and will be branded as Johnson Arena, Johnson Class
and Johnson Xclusiv. The company has already set-up 32 retail experience zones by the end of
the first half of current fiscal.
About H & R Johnson (India): Established in 1958, H & R Johnson (India) is the pioneer of ceramic tiles in India.
Over the past five decades, HRJ has added various product categories to offer complete solutions to its
customers. Today, HRJ enjoys the reputation of being the only entity in India to offer end-to-end solutions of Tiles,
Sanitaryware, Bath Fittings and Kitchens. HRJ along with its Joint Ventures and subsidiaries has a capacity of over
51 million m2 per annum spread at its manufacturing plants across the country. Under its flagship brand, Johnson,
HRJ offers glazed wall and floor tiles, bath products, kitchens, laminate / engineered wooden flooring, and
engineered marble and quartz. Johnson’s Marbonite brand offers a complete range of vitrified tiles (polished and
glazed), and Johnson’s Endura offers industrial tiles and tiles for special applications like bathrooms / high traffic
areas / swimming pools etc. During the fiscal year-ended 31st March 2012, H&R Johnson’s gross revenues crossed
Rs. 1729 crores with total sales volume crossing over 46 million Square meters. Its pan-India distribution network is
one of the largest in the industry and comprises of over 54 modern retail stores called House of Johnson & Johnson
Corners besides 1,200 dealers, 15,000 sub-dealers and a large network of retail franchisees.
About Prism Cement Ltd: Prism Cement Limited is one of India’s leading integrated building materials companies;
with a wide range from cement, ready-mixed concrete, tiles, and bath products to kitchens. The company has three
Divisions, viz. Prism Cement, H & R Johnson (India), and RMC Readymix (India). For the year ended March 31, 2012,
the company’s consolidated sales turnover was Rs. 4,893 crores.
For Media Inquiries Please Contact
Hanmer MSL Communications
Jaswinder Manchanda | Mobile: +91 99673 75327| Email: jaswinder.manchanda@hanmermsl.com
Sharon Fernandes | Mobile: +91 98194 98447| Email: sharon.fernandes@hanmermsl.com
Parina Parekh | Mobile: +91 9773518679 | Email: parina.parekh@hanmermsl.com
H&R Johnson (India) Corporate Communications Department
Freddy Castro | Mobile: +91 9594652255 | Email: castro.frederick@hrjohnsonindia.com