Zippo to expand offerings in India

30 Nov,2012

By Tuhina Anand

 

For Zippo, which is known for its windproof lighters, India has emerged as the third-largest market in the world. This has happened in a short span of four years where India has gone from being a minor market to being second largest international market for the brand after China. Seeing the exponential growth the company too has increased its India focus. Recently, it concluded its Harley Rock Riders rock music festival in Bengaluru where the company has partnered with Harley Davidson.

 

Interestingly, Zippo across the world  especially in the US, Western Europe, Korea and Japan among others, associates with close to 250 music events and has been driving brand communication via these events.

 

David Warfel

Talking about their growth plan in India, David Warfel, Director, Global Marketing Zippo Manufacturing Company, said, “In the last four years, our business has grown tenfold in India and we see this as a big opportunity. We have been focusing primarily in Delhi and to some extent in Mumbai but there is a whole lot that’s left to be tapped in this country. We are making efforts to have an increased focus on developing our retail distribution and trade development.”

 

He added, “Our distributors have taken a much more aggressive distribution position and there have been an overlay of corporate marketing activities. We have introduced online social media, paid placement and as the market continues to grow and give us resources to reinvest in the market. As time goes on you will see an increased presence of Zippo in India.”

 

He also disclosed company’s plan to introduce other products from Zippo be it the fragrances, wrist watch and even a men’s clothing line. Mr Warfel said, “Our core product remains the Zippo windproof lighter but we have moved to a lifestyle marketing company and diversified products in our portfolio which will also be available in India. The men’s clothing range should be available by 2013-14.”

 

As far as the positioning is concerned, Zippo sees itself in the premium segment but not in the luxury or ultra luxury segment. The company is focusing on developing its e-commerce site too.

 

On the online business, Mr Warfel, said, “We have seen that through online we have gained new customers and it doesn’t really cannibalize our retail sales at all. These are business we would have not got otherwise.”

 

He concluded, “Our focus is to build loyalty and engage our consumers with Zippo products throughout their lives hence the stress on diversifying our product portfolio.”

 

Post a Comment 

3 responses to “Zippo to expand offerings in India”

  1. Labu Falk says:

    Rolling Stone Keith Richards keeps a Zippo close to his guitar. In countless Hollywood movies, heroes and villains alike use Zippos to light cigarettes, burn ropes and documents, ignite fuses, or find their way through pitch-black caves and moss-covered caves.
    Thanks.

    Zippo

  2. Nivedita says:

    hi tuhina,

    i request you to kindly share Mr. Warfel’s mail id.

    I’ll be highly obliged.

    ( nmatta@95fm.in )

    Thanking you in anticipation,

  3. Nivedita says:

    hi tuhina,

    i request you to kindly share Mr. Warfel’s mail id.

    I’ll be highly obliged.

    ( nmatta@hit95fm.in )

    Thanking you in anticipation,

Today's Top Stories
Videos