History is littered with accounts of businesses and companies that have ceased to exist. Of the myriad reasons businesses fail, one of the most common causes is a failure to adapt to changing consumer patterns. Think Blockbuster Video which failed to adapt its business model to take streaming services into consideration, Kodak which failed to the grasp the extent to which digital photography would disrupt its business, or Nokia which failed to implement the innovations it produced and bring them to market,so was ultimately overtaken by competitors such as Apple and Samsung.
The biggest mistake these companies made, is that even though they may have been aware of changing trends, they failed to adequately address them.
One company that is determined not to suffer the same fate is Nashua. With its roots in print solutions and office automation, Nashua has shifted its focus and has subsequently evolved its business into a Total Office Provider. From projectors to pencils and PBX Solutions, to devices, data and document management, Nashua’s vision is to supply and service customers with each and every business requirement.
Nashua’s evolution has been no fortunate coincidence.Rather, it is the result of in-depth customer needs analysis, understanding the triggers to success in an increasingly digital age, whilst always bearing in mind the requirements of an ever-changing marketplace.
The evolution of the Nashua brand has occurred along a similar trajectory as the changing needs of its customers, which has seen the company move a significant distance away from merely offering print solutions while remaining true to the brand’s payoff line, ‘Putting our customers first.’
One of Nashua’s many strengths is its Franchise model meaning that their service is tailored to specific geographies, for instance the Nashua Vredendal franchise is adept in providing solutions for large scale farming, whereas Nashua Central in Gauteng can focus on creating offices of the future with their customers in Sandton. As well as the impressive footprint, Nashua is not an OEM, meaning it can pick and choose to partner with the world-leaders in technology and solutions to add to their product and solution offerings.
There is no slowing down for Nashua, as they continue to add innovative lines and offerings to meet their customers’ needs across southern Africa. The seismic shift in offerings has certainly resulted in a changing landscape for Nashua and its customers, however they are steadfast on something that will never change – their customer-centric orientation and focus on Saving their customers time, Saving them money, and always, putting them first.
Making a mark through sport
Nashua has a long history of supporting sport in South Africa, most recently as the o?cial partner to the Currie Cup. In 2017 it launched the Nashua Rugby Skills Project (NRSP) in conjunction with ShadowBall Academy. The development of a schools-focused rugby skills programme was a natural ?t for the solutions-driven brand.
The aim of the NRSP is to improve rugby skills at schools through a detailed programme and roadshow which has as its centre the South African designed and patentedShadowBall, a unique rugby training ball designed to rebound o? any wall and come spiralling right back to the passer, meaning that players can train as often as they like on their own with up to 300 pass and catch repetitions in 10 minutes.
Armed with ShadowBall kits and a passion to improve the skills of school-level rugby, the NRSP team visiteda total of 73 schools twice in a six week period. The ?rst visit accessed players’ current skill level while the follow-up recorded their level of skill improvement after six weeks of solo ShadowBall training.
During the course of 2017 the Nashua Rugby Skills Project reached over 2346 players and 150 coaches across South Africa, Botswana and Namibia. All participating schools saw increases in their performance and on average, players and teams improved their ball skills by over 50 percent while the highest recorded individual improvement was a staggering 223 percent.
The winners of the Gauteng league, Nooitgedacht Primary School, gave full credit to the NRSP for their achievement while a number of participating schools reached the finals of their respective leagues after completing the programme.
In addition to making a meaningful impact on rugby skills development the initiative also positively impacted school communities as well as building positive equity for the brand which allowed it to build community relationships and generate sales leads.