Over the past 18 years, Maurice Lay has strenghtened its popular Caple brand by extending its range of kitchens, appliances, and bedrooms. Interest in the ranges has been achieved through the constant addition of exciting and innovative new products including splashbacks, sinks, and state-of-the-art appliances. Distributors like Maurice Lay are now competing with manufacturers through a combination of successful advertising and effective PR campaigns. Maurice Lay as a large nationwide distributor retains its strong regional ethos which adds to the company's user-friendliness. Brand building is not easy or cheap but in accordance with the company's determination to be regarded as one of the very best it has teamed up with celebrity chef Aldo Zilli to endorse the new Gastron collection of range cookers. Caple also invested in what many industry spokesmen have acknowledged as the flagship stand at KBB 2008. Products from all areas of the company's portfolio including appliances, sinks and taps, kitchens and bedrooms were prominently displayed within a larger than life stand. To add to the exhibition razzamatazz, Aldo Zilli entertained the crowds with live cooking demonstrations carried out on the Gastron range cooker.

Promotional requirements are always dependent on the culture, size and scale of each individual distributor. Maurice Lay's needs are such that self promotion is necessary to attract and maintain its desired levels of custom. However, I believe it is essential that each distributor needs to identify its own specific requirements so that it can respond effectively to sustain and encourage growth.

0117 938 1900

http://www.caple.co.uk/

Enquiry no: 428

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