Marlene van Rooyen had the opportunity to interview Wayne Vertue, Company Director for ARISTON in South Africa, and asked him to shed some light on their new product line, ideal for our load-shedding situation.

The Ariston Group is a global water heating specialist. The local launch happened when the Italian company acquired Heat Tech geysers in 2014 to expand its business into a rapidly developing country.

For the group, this is part of their market-expanding strategy to unlock growth and bring a greater product market to South Africa with their new global strategy.

We asked Wayne about ARISTON’s strategy in South Africa:

What is your go-to-market strategy?

Wayne Vertue, Company Director for ARISTON in South Africa

We target the plumbing merchants and DIY retailers predominantly to distribute our goods as widely as possible and in as many locations as possible, Wayne says. “As we know, geysers are a commodity and not a luxury product.

We use a sales agent network, which has proven to be a very effective way to drive sales. It makes the company more fluid and flexible in the market than some of its competitors.”

How does ARISTON differ from what we have locally?

“We have unique contributions to manufacturing that we have been able to implement. ARISTON is a leading manufacturer globally with many years of global expertise applied at a local level.

“We have 5 R&D centres worldwide. To us, it is very important to bring their international expertise into the local market. Our geysers have been manufactured locally since 2011. All the quality control is in line with the Ariston Group’s international standards and our clients’ expectations.”

How are you going to differentiate yourself in the market?

“We must find a way to identify the right product to meet the needs of the customer. Customers don’t always know what they require, or know about the different technologies available to them. ARISTON will continue to unlock new growth opportunities for our customers, especially in the sustainability and renewable markets where we will bring in new products that are suitable for their needs and applications.”

Products available in that space:

  • Electric storage water heaters
  • Electric instant water heaters
  • Solar renewable energy water heaters
  • A new range of gas instantaneous water heaters (ideal in load-shedding situations) and
  • Point-of-use geysers (kitchens, bathrooms where you need the hottest water the quickest – way to water conservation)

How do ARISTON’s gas heaters differ from those on the market?

“Gas heaters may be seen as old technology, but ARISTON offers them with quality components, comfort, and delivery of hot water to ensure the comfort levels are sustained, a common complaint in the market. With our product quality, we can improve on the experience for the average consumer.”

What are you launching now?

“First and foremost, the brand. We also have a new product from the main line of geysers which is innovative and has quality improvements that speaks directly to the plumbers – they asked, and ARISTON delivered.

We are thankful for our valuable customer base. Without them, it would have been impossible to do this. We want to reward them by giving them quality products that we manufacture.

We sell quality products at affordable pricing. We also want to give back to our merchants, and communities and thank our suppliers, especially local suppliers, because without them we would not have a business.

You are very passionate about water and sustainability – tell us more about that.

Sustainability, and access to water – it’s not just another nice to have, it’s a must-have.

We would like to address how the first point of hot water can be resolved so that all South Africans can have access to hot water. So, watch this space!”

Facing our uncertain energy crisis, ARISTON may very well be the solution to at least end the day with a hot shower.”

This interview took place at ARISTON’s brand launch in Johannesburg in September 2022.

For more information, contact ARISTON
Tel: +27 10 745 9910

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