Georgetown: The Neal and Massy Group of Companies which was an umbrella company for Geddes Grant Limited, Demerara Oxygen Company Limited, and CCS stores, recently was officially rebranded to Massy Industries- a move that will see all of the subsidiaries being changed to Massy.
The rebranding comes as the regional conglomerate opened a $200M distribution facility at Montrose, East Coast Demerara at what was once known as the Starlite Drive-In Complex and will serve as the company’s primary distribution center for all of products in Guyana.
Aside from those previously mentioned, those facilities and corporate services include Associated Industries Limited, now Massy Industries, NM Services Limited, now Massy Services Guyana Limited, NM Security Solution now Massy Security and Marketing and Distribution, now Massy Trading.
Massy Group of Companies offers services in the insurance industry, auto sales and rentals, pharmacy, distribution, supermarkets, and agricultural services, among others. All of these services will still be offered under the Massy brand which came complete with a soca-styled theme song “I am Massy”.
Massy Industries operates in Trinidad, Jamaica, Barbados, the Eastern Caribbean, Bahamas, Nederland Antilles, the USA, Canada, Columbia and Africa. It was explained that the rebranding process initiated in Trinidad and Tobago, then Barbados, then Jamaica and it now arrives in Guyana, the country which holds a wide array of Massy subsidiaries.
Group Chief Executive Officer Gervasse Warner told the gathering of private sector and government officials that the decision to change the brand of the company came as a result of a widespread consultation, which also saw several other changes being made including the development of a company manifesto. Warner explained that the group which is over 90 years old has and will always be change-friendly and sees this historic modification to its brand as a positive propellant for the company.
“Everything is now Massyfied” said Warner.
The company believes that redefining its brand will somewhat strengthen the cooperation that is already evident throughout all of its subsidiaries. The company said that as the subsidiaries grew, the bond however weakened and all of the subsidiaries working under one unique brand will now reinvigorate that lost bond.
In addition, it will also provide customers with an enhanced sense of loyalty knowing that all of the companies are linked. “The rebranding maximizes marketing efficacy by powerfully connecting the equity of strong subsidiary brands with the corporate brand vice versa.”
Warner explained that Massy was not a decision arrived at by him or any of the company executives but rather by a consulting firm. He pointed out that Neal and Massy was already commonly known as Massy. The company felt that Massy was a rather strong name that would translate across all borders without much difficulty.
Warner also informed the gathering that the Massy groups have major expansion plans for Guyana. He said that in 18 months, the Group is hoping to open its first supermarket chain in Guyana. This initiative will create hundreds of jobs, adding to the already 394 staff count at Massy.
Meanwhile, Massy Guyana Chief Executive Officer Deo Persaud said that the transformation is an exciting event for the team and the country. He said “From today we are Massy and all of our companies carry that brand…from today Neal and Massy will be known as Massy. One brand makes it easier.”
Finance Minister Dr Ashni Singh who declared the “Centralised Distribution Warehouse Facility open commended the executives for placing such confidence in Guyana’s sustainability by investing in the economy. The Finance Minister noted that the commissioning of the facility was a “tangible demonstration of confidence that was worked so hard for…a strong expression of confidence in Guyana.
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