Konrad Hornschuch AG in partnership with Vynide (Pty) Ltd. is planning to launch the D-C-Fix range of decorative household products in the South African market. Initiated as part of an technical partnership agreement signed with Vynide (Automotive) to transfer their pvc manufacturing technologies to Vynide’s Somerset-West (SA) based factory, Vynide will facilitate the launch of the popular German product range in the course of 2008.
RX&Co. has been contracted to develop a branding and product launch strategy for the product range, reporting to Vynide CEO Justin Bgoni as well as the Hornschuch Heilbronn-based marketing team. By default product ranges designed and produced with materials intended for the European markets will necessitate a premium position in an emerging market. Trade discounts and efficient shipping techniques will however make it possible to pitch the range as a more affordable alternative to other premium home decor products and surface coverings. The fact that the product offering is quite unique will play to its advantage in attracting a whole new group of home decoration enthusiasts and, if all goes according to plan, helping Hornschuch and Vynide to claim a substantial share of the market by the end of 2010.