Navman is now NORTHSTAR

by Jeni Bone on 25 May 2008 At this year’s Sanctuary Cove International Boat Show, Navico demonstrated to the trade, dealers and public alike that Navman marine products are as innovative as ever, just rebranded and rebadged under the Northstar name.

The 'Navman is now Northstar' branding was all over the company’s immense exhibit space - the largest space to date (150m²) - under the Navico umbrella, but with each brand staking its own niche in its segment.

Acknowledging that the process is possibly more sentimental for those associated with the brand than consumers, Damien Weber, Director of Sales and Marketing Navico says it will be a complete rebranding exercise, 'from packaging to product marketing and all collateral'.

To inform the Dealer Network, the first step was a National Roadshow with dealers and boat manufacturers in April. 'It was a great opportunity to revitalize our links with our customers around Australia and fill them in on the changes. We’ve had time to plan for the Rebranding to Northstar.'

A familiar marque in the US, Northstar has a marine pedigree cultivated over 35 years.

The products will continue to be designed, developed and manufactured by the Navico team in New Zealand.

The transitional marketing phase will be led by the tagline: 'Navman Marine Electronics is now Northstar', ensuring the rebranding is clearly limited to just the marine segment and not confused with the car navigation or fleet tracking businesses which will retain the Navman name.

Prior to SCIBS, dealers, retailers and boat builders are the first 'touch point' in the process, supplied with a comprehensive guide to the rebranding strategy, seminars in each capital city, conversion tables for the full product range and highly-visible in-store point of sale and promotional merchandise.

As John Scott, COO for Navico Asia Pacific explains: 'There are 350 dealers Australia-wide, so it was a major undertaking, but we are confident the message is simply and clearly explained.

'Australian operations have close ties to the Auckland factory so we are able to work together on this.'

At the boat shows, starting with Sanctuary Cove, Navico plans to display both Navman and Northstar products.

Key staff will be on hand to demonstrate and explain the 'Navman is now Northstar' message and all merchandising will reinforce the brand change, as will all advertising, a direct mail campaign to current customers and the Navico database, the corporate website and reams of PR the company plans to disseminate globally.

As Weber explains: 'Navman warranty and service will be honoured, customers will be assured of that. Navman service parts and stock will be thoroughly managed by Navico and once Navman swap stock is exhausted, replacement stock will be Northstar branded.'

In the cases where customers are just keen to ensure colour coordination aboard their vessels, Navico will offer a 'button change' service, blue to grey or vice versa.

More at www.northstarnav.com