Tagline: Scarlett. Surround yourself with care
scarlett. Household Appliances No. 1 in Russia
Trademark scarlett owned by the company Arima Holding Corp.. Under this brand, small household appliances are produced, which are very popular in Russia, in the CIS countries and the Baltic States, and sales are also carried out in Eastern Europe. The basic principle of the company's work is as follows: products are purchased from several factories in China (at first the assortment was limited to four positions, today the company sells thousands of product items, including kitchen appliances, climate control equipment, dishes and even watches), the company's office in Hong Kong is engaged in procurement, quality control, adjustment of technological and design issues, delivery of goods. In turn, the Russian branch of the company is entrusted with all marketing responsibilities.
The company was founded in 1996 and very successfully stood out against the general background of manufacturers of small household appliances in the middle price category. High-quality, but expensive foreign brands were inaccessible to the majority of buyers, and affordable domestic goods or imported “no-names” were significantly inferior in quality, visual appeal and choice.
|Microwave oven SC-2303 (photo from the official website)
The brand name was originally scarlett england, the presence in the title of the word "England" manufacturers explained that the trademark was first registered in this country, as well as the presence of British investors. But since neither the production of goods nor their sales have anything to do with England, soon the brand began to be called simply - scarlett. Of no small importance, of course, was the change in the general perception of buyers of Chinese goods. Today, more and more entrepreneurs are moving the stage of production of their goods to Asian countries, the inscription “made in China” is gradually losing its negative connotation. And it is quite possible to stop bashfully covering up one's own origin with an overseas name. Name scarlett was chosen with the target audience, middle-aged housewives, one of the proposed associations was the name of the main character of the novel "Gone with the Wind" - Scarlet O'Hara. In general, the name was chosen extremely well, it is both rare, “cuts” the ear, and familiar, calling for a lot of associations.
Painstaking work with suppliers, a competent policy of cooperation with intermediary firms, which Arima Holding Corp. managed to attract interest in long-term cooperation (offering a high margin of 10%), the correct positioning of its products led to the undoubted success of the brand in the Russian market and successful entry into the markets of its neighbors.