Bucure\u0219ti, 22 mai 2023 – Sarcom, unul dintre cei mai mari juc\u0103tori locali pe segmentul produc\u021biei de vopsele \u0219i lacuri, se relanseaz\u0103 sub denumirea de EVOLOR, \u00een urma unui proces de rebranding \u0219i repozi\u021bionare semnat de WOPA Communication Group. Cu peste 30 de ani de experien\u021b\u0103 \u00een domeniu, EVOLOR – care face parte din holdingul de materiale de construc\u021bii ROCA Industry – vizeaz\u0103 extinderea accelerat\u0103 a v\u00e2nz\u0103rilor \u00een cadrul re\u021belei de distribuitori tradi\u021bionali la nivel na\u021bional, dar \u0219i pe segmentul de retail interna\u021bional.<\/p>\n\n\n\n
Procesul de rebranding face parte dintr-o ampl\u0103 strategie de transformare opera\u021bional\u0103, comercial\u0103 \u0219i organiza\u021bional\u0103, dar \u0219i de repozi\u021bionare pe pia\u021ba na\u021bional\u0103 \u0219i de extindere pe pie\u021bele regionale. Compania a \u00eencheiat recent procesul de rebranding \u0219i, respectiv, de \u00eenregistrare a noii denumiri comerciale EVOLOR.<\/p>\n\n\n\n
\u201cWOPA sunt partenerii care pun um\u0103rul al\u0103turi de noi la #ReindustrializareaRom\u00e2niei prin construc\u021bia de branduri Made in Romania, cl\u0103dite cu inten\u021bia de a fi duse la nivel interna\u021bional. Acest rebranding este un prim pas, \u0219i urmeaz\u0103 s\u0103 vedem procese similare \u0219i pentru brandurile comerciale. La nivelul Holdingului, toate companiile noastre vor beneficia de procese de pozi\u021bionare de brand \u00een func\u021bie de pie\u021bele \u00een care activeaz\u0103 \u0219i consumatorii c\u0103rora li se adreseaz\u0103,\u201d declar\u0103 Ondina Olariu, Chief Marketing Officer ROCA Industry, holdingul de materiale de construc\u021bii care de\u021bine compania EVOLOR.<\/p>\n\n\n\n
Astfel, din punct de vedere strategic, premisa a fost ca exist\u0103 deja un brand corporate cunoscut \u00een industrie, asociat cu valori antreprenoriale rom\u00e2ne\u0219ti: agilitate, \u00eendr\u0103zneal\u0103, ambi\u021bie \u0219i perseveren\u021b\u0103. Chiar dac\u0103 procesul de rebranding a fost necesar, ecosistemul de valori din spatele numelui nu se modific\u0103, ci din contr\u0103, acesta a fost conturat mult mai pregnant \u0219i inspira\u021bional.<\/p>\n\n\n\n
De aceea, \u201dEVOLU\u021aIE\u201d a fost primul cuv\u00e2nt – cheie de la care a pornit procesul de rebranding. Apoi, \u00een mod natural, echipa de crea\u021bie a asociat cuv\u00e2ntul \u201dCULOARE\u201d, acestea fiind definitorii nu doar pentru rolul brandului \u00een via\u021ba consumatorilor, c\u00e2t \u0219i diversitatea \u0219i capacitatea de inova\u021bie constant\u0103 a brandului.<\/p>\n\n\n\n
\u201eUn renaming pentru o companie at\u00e2t de prezent\u0103 pe pia\u021b\u0103 nu este un lucru simplu. \u0218i, de multe ori, din ra\u021biuni de istorie \u0219i importan\u021b\u0103, primul reflex este s\u0103 \u00eencerci s\u0103 \u00eenglobezi c\u00e2t mai multe aspecte ale brandului \u00een noul nume. Dar, dup\u0103 mai multe runde de idea\u021bie, am realizat c\u0103 ceea ce st\u0103 la baza brandului este capacitatea acestuia de a evolua \u0219i dorin\u021ba de a aduce culoare \u00een via\u021ba tuturor clien\u021bilor\u201d, spune Daniel H\u0103rm\u0103nescu, Group Creative Director WOPA.<\/p>\n\n\n\n
\u201c\u00centr-o pia\u021b\u0103 \u00een continu\u0103 evolu\u021bie, o pia\u021b\u0103 cu juc\u0103tori puternici, provocarea unui brief de rebranding este dorin\u021ba oricarui graphic designer \u0219i a oric\u0103rei agen\u021bii de advertising. Pentru EVOLOR, am inten\u021bionat s\u0103 p\u0103str\u0103m istoria de 30 ani, dar s\u0103 capt\u0103m \u0219i viitorul companiei. De aici conceptele de Evolu\u021bie \u0219i Culoare s-au reg\u0103sit \u00eempreun\u0103. \u00cen coloristica brandului interpret\u0103m \u0219i elemente care \u021bin de na\u021bionalism, dar ne asigur\u0103m \u0219i c\u0103, overall, brandul func\u021bioneaz\u0103 la nivel interna\u021bional, completeaz\u0103 Alexandru L\u0103z\u0103reanu, Head of Design \u00een cadrul WOPA.<\/p>\n\n\n\n
\u00cen 2023, compania continu\u0103 procesul de extindere la nivel na\u021bional, \u00eenceput din 2022, \u00een segmentul de retail tradi\u021bional. P\u00e2n\u0103 \u00een prezent, produsele EVOLOR au ajuns pe rafturile celor mai mari magazine de tip Do It Yourself precum Dedeman \u0219i Leroy Merlin, iar de cur\u00e2nd, compania a semnat un acord comercial \u0219i cu re\u021beaua Brico Depot. Mai mult, EVOLOR a \u00eenceput \u0219i extinderea pe pie\u021bele externe, semn\u00e2nd un prim export c\u0103tre Republica Moldova, o pia\u021b\u0103 \u00een plin\u0103 dezvoltare. Republica Moldova reprezint\u0103 o oportunitate pentru EVOLOR, av\u00e2nd \u00een vedere premisele de dezvoltare ale \u021b\u0103rii \u0219i prezen\u021ba mai multor produc\u0103tori din Ucraina, concentra\u021bi \u00een prezent pe planurile de reconstruc\u021bie ale \u021b\u0103rii aflate la Nord de Rom\u00e2nia.<\/p>\n\n\n\n
Suplimentar, compania are \u00een plan s\u0103 \u00ee\u0219i eficientizeze activit\u0103\u021bile opera\u021bionale, at\u00e2t prin extinderea capacit\u0103\u021bii de stocare, investind \u00eentr-o facilitate logistic\u0103 suplimentar\u0103, c\u00e2t \u0219i prin implementarea unui proiect care vizeaz\u0103 construirea unui parc fotovoltaic, pentru a reduce dependen\u021ba energetic\u0103.<\/p>\n\n\n\n
Nu \u00een ultimul r\u00e2nd, cifrele companiei confirm\u0103 evolu\u021bia \u0219i necesitatea de repozi\u021bionare a brandului: EVOLOR a raportat un volum de business de 17,6 milioane RON \u00een primele 3 luni ale anului 2023, \u00een cre\u0219tere cu 46% fa\u021b\u0103 de primul trimestru al anului trecut.<\/p>\n\n\n\n
With a 30-year presence on the market, EVOLOR was founded in 1993 under the name Sarcom and, since October 2021, it is owned by ROCA Industry holding, specialized in the construction materials segment. With a market share of 8%, the company sells a wide range of products (washable interior and exterior paints; decorative plasters; enamels, varnishes, primers - both water-based and in organic solvents; thinners and complementary products; pigments superconcentrates). The company's best-known brands include Sticky and Coral.<\/p>\n\n\n\n
ROCA Industry, listed as of January 2021 on the AeRO market of the Bucharest Stock Exchange under the symbol ROC1, owns, directly and indirectly, a number of 7 companies - performers in their specific sectors of activity: BICO Industries (the largest producer of fiber mesh glass from CEE and in the top 5 European manufacturers), Sarcom \u2013 currently EVOLOR (one of the biggest players in the paint and varnish industry), Eco Euro Doors (the largest Romanian manufacturer of doors for residential construction), Dial (producer of metal wire products), as well as fiberglass producers Terra, Europlas and Iranga Technlogijos through BICO Industries.<\/p>","protected":false},"featured_media":198,"template":"","class_list":["post-15","stiri","type-stiri","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\n