LIXIL’s goal is to make better homes a reality for everyone, everywhere. To achieve this, the company collaborates closely with architects and designers. Their recent event, LIXIL Day of Architecture and Design (LDAD), focused on a topic that has been widely discussed in many professional forums. Recently, Indonesia had a chat with Arfindi Batubara, marketing director of LIXIL Water Technology Indonesia. Below is an excerpt of the interview.
The LDAD this year was themed ‘Adaptive Architecture.’ What does this theme refer to?
LIXIL’s objective of ‘making better homes a reality for everyone, everywhere’ can only be achieved with the support of our architect and designer colleagues. We constantly seek relevant issues within this community, and ‘Adaptive Architecture’ has become a major topic of discussion, especially with the potential relocation of Indonesia’s capital city from Jakarta. The adaptability of Jakarta and the concept of adaptive architecture were central to the keynote speeches, which resonated with our audience of over 600 attendees.
What does LIXIL envision for the next 5-10 years in the sanitary business, particularly in Indonesia?
LIXIL aims to be the most relevant partner in the sanitaryware business. We are committed to meeting market expectations through our innovations, services, quality, and design.
The company has conducted numerous activations involving architects and interior designers to market its products. How has this impacted the business so far?
We are very pleased with the outcomes of every activity that our company has organized with our architect and designer partners. These initiatives have not only benefited our brand and business but have also provided valuable insights that have influenced our approach to product and brand development. Also, these activations allow us to engage with our key stakeholders, helping us move closer to achieving our mission.
How has the involvement of architects and interior designers impacted the development of design and technology in LIXIL products?
Our design team, LIXIL Global Design, consistently develops new technologies based on research and insights from various sectors, including architects and interior designers. They stay updated on emerging trends that could shape the future, incorporating these insights into the development of high-quality products.
Can you share the company’s current position in the Indonesian market?
We are one of the top players in the Indonesian market and has been operating here for almost 40 years. We continue to drive and expand our business, positioning Indonesia as a key market in the Asia Pacific region.
As the marketing director, how do you stay updated with trends in bathroom solutions?
We have a network of globally connected experts across various countries who exchange insights with one another. I also spend time in the market with architects, sellers, and end users. I also travel the world to gather interesting insights into the industry.
How do you predict trends and market demand to develop new and effective marketing strategies?
To forecast trends and market demand in the sanitaryware industry, I analyse data, monitor trends, and collect consumer insights from architects, sellers, and end users. This helps identify areas for growth and tailor our marketing messages accordingly. Moreover, our globally connected experts and insights from other markets guide us on upcoming global and regional trends and how they translate to the local context. This ensures that our marketing strategies remain informed and effective.