Dimo unveils new identity and future...
Dimo recently unveiled its new identity and future plans to reposition the firm inside-out, grow competitively and profitably considering the challenges of the future.
Brand Dimo crosses the big 80-year milestone this year. With every decade Dimo has improved lifestyles of Sri Lankans through multiple interactions.
Through research Dimo has been found to be a brand that is highly respected, trusted, safe to work with. Customers believe the firm’s employees project empathy and humanity. Customers describe Dimo as a name that revolves around trust and ethical operations. Close association with the firm’s principal brands gives Dimo its international edge.
“However, our long and strong association with overseas brands have resulted in us giving preference to the principal brands over the Dimo brand. The new Dimo identity will see us move from a house of brands concept to branded house concept, where the emphasis and positioning of Dimo will take precedence. In line with our corporate strategy we plan to reposition Dimo to grow competitively and profitably considering the challenges of the future. This will include a new brand identity, a new brand framework, a new set of values and introduction of standards of leadership (SOL),” a Dimo statement said.
Dimo said a 2017 stakeholder brand perception study found a discrepancy between their perceptions of the
Dimo brand and the reality.
“Our overarching goal is to strengthen brand loyalty starting from the employees, playing to their strengths and our values as a team, with the ultimate objective of building a modernised, visionary Dimo brand experience both visually and interactively for customers,” the statement said.
Dimo is a diversified company in many fields, though it was started out as an automobile company.
The latest areas Dimo has ventured into are agriculture special projects (Agri input markets) and overseas operations in Maldives and Myanmar.
Dimo is also pursuing projects, especially in Infrastructure development projects such as wind power, substations, Colombo Rehabilitation Project in sewerage with L&T.
Dimo entered into agriculture input market through introducing fertilisers to the market few years back under Dimo’s own brand name.
Last year Dimo acquired Plantseeds and Plantchem to mark its presence in the agriculture input market. Plantchem (Pvt.) Ltd. and Plantseeds (Pvt.) Ltd. are engaged in importing, processing and distribution of agri inputs such as crops protection products, specialised fertilisers and seeds.
Recently the company established Dimo Agri Techno Park - a high-tech agri hub where trials related to agri inputs (Seeds, crops and hybrid seeds) are conducted.
Under agri special projects, the company has introduced products such as ‘Penergetic’ to bringing latest technologies to Sri Lankan agriculture industry for sustainable development.
The company will further pursue to establish partnerships with global leaders such as Dewalt, Stanley, Black and Decker, STIHL and Axalta.
Dimo will look at new markets to growth outside Sri Lanka and will further consolidate on the current overseas operations in East Africa (New markets), and Maldives and Myanmar (Existing markets).