DIMO’s new identity and way forward
Reposition DIMO inside-out, to 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. It is a fittingmoment to reflect on our successes and strengths but also regroup, to identify our weaknesses and opportunities, moving forward.
Through research DIMO has been found to be a brand that is highly respected, trusted, safe to work with. Customers believe our employees project empathy and humanity. Customers describe DIMO as a name that revolves around trust and ethical operations. Our dependence – close association with – our 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 repositionDIMO 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).
Why Change?Our stakeholders judge the company based on what they see, hear and experience with us. A 2017 stakeholder brand perception study found a discrepancy between our 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 modernized, visionary DIMO brand experience both visually and interactively for customers.
DIMO’s Way Forward and New Growth Plans
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)& overseas operations in Maldives and Myanmar. Our Short and mid-term growth plans are in our related segments which are poised to grow.
DIMO is also pursuing projects, especially in Infrastructure development projects such as Wind Power, Substations, Colombo rehabilitation project in Sewerage with L&T etc.
DIMO entered into Agriculture input market through introducing Fertilizers 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 Private Limited and Plantseeds Private Limited are engaged in importing, processing and distribution of Agri inputs such as crops protection products, specialized fertilizers and seeds.
Recently Company established DIMO Agri Techno Park (DIMO ATP) – High Tech Agri hub where trials related to Agri inputs (seeds, crops and hybrid seeds) are conducted. Under Agri special projects company has introduced products such as “Penergetic”, to bringing latest technologies to Sri Lankan Agriculture industry for sustainable development.
Company will further pursue to establish partnerships with global leaders such as -DeWalt, Stanley, Black & 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), & Maldives & Myanmar (existing markets).