Bulletin 2/2010 - Siempelkamp NIS

Siempelkamp‘s 4‘ concept goes to China:
Product and communication
placement with bite!
“The bait must taste good to the fi sh and not the angler,” is a well-known
rule in marketing-communication. However, not every fi sh is the same.
From the product to the key message to the PR, the Krefeld Siempelkamp
Maschinen- und Anlagenbau GmbH & Co. KG tailors its activities exactly to
international markets and the corresponding customer requirements. Best
example: the 4‘ ContiRoll ® concept for China and its supporting communication
concept. Eleven (11) sold plants in thirteen months confi rm that the
bait is the right one!
In 2007 Siempelkamp introduced the 4‘
concept for continuous presses to the
market in order to meet the special needs
of the Chinese plant operators. The main
benefi t includes: The 4‘ model is well
suited for smaller plants and allows for
shorter distances to raw material sources
and selling markets. This concept is
4’ContiRoll ® : the concept
Key data:
• Lengths: 33.8 and 38.7 m
• Speed: 1,200 mm/s
• Capacity: 350 – 610 m³/day
• Thickness range: 2.5 – 40 mm
• Board density: 500 – 1,000 kg/m³
especially interesting when there is a high
demand for MDF in the premium segment
and a short supply of raw materials. The
conservative use of wood and glue is also
an advantage. The small ContiRoll ® is
suitable as a green-plant investment as
well as a replacement of an older multidaylight
press (see box).
Why a 4’ ContiRoll ® ?
By Michael Bischof
SIEMPELKAMP | MACHINERY AND PLANTS
• increasing shortage of raw materials
• steadily increasing transport costs make shorter distances to raw material
sources and selling markets necessary
• increasing quality awareness of the consumer in the premium segment
• large investments increasingly more diffi cult to fi nance
• replacement for daylight presses, more effi cient use of increasingly expensive
raw materials (about 10% less raw wood; approx. 1–2% less glue)