Bulletin 2/2010 - Siempelkamp NIS

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SIEMPELKAMP | MACHINERY AND PLANTS Another advantage especially for the is another. Although China did not remain However, without the right marketing and Chinese market: “The popular Asian board unaffected by the economic crisis and communication strategy, the 4‘ concept sizes 4’ x 8’ as well as 4’ x 9’ can be acted hesitantly during the fi rst half of bait would have lacked the necessary produced directly. Thus, the 4’ ContiRoll 2009, during the fourth quarter China taste. Product placement, image develop- showed a clearly growing propensity to ment, and media relations follow certain invest and has continued its way to the rules which have to be known and top of the large economies of the world. ob served. Each market faces different The driving forces for this development in- In ulla feugait, quat num vel ulpute faci blandrer ad tat ea commy nulputat il clude urbanization and growth potentials dolore dolestrud ex elent velit lummy num quis nulput nostrud dolore ver irit due to growing incomes and strong nim adipit vendrerit venit wisl ing el utat, sissim diat. exports which have made China an challenges: language barriers, different market conditions, different laws and regulations and an unknown consumer behavior can prevent or delay the placing attractive market for the wood-based of a product. Therefore, Siempelkamp de- materials industry. Autor: In ulla feugait, quat dicated num v special attention to the following question: Which marketing-communica- These are good conditions for positioning tion concept is suitable to effectively place an optimal product in a growing market. the product in the market? ® makes the need for a costly cut-to-size line obsolete. Last but not least, the overall concept allows for a high integration of local content and simplifi es logistics for the plant operator,” summarizes Heinz Classen, Management Siempelkamp Maschinen- und Anlagenbau GmbH & Co. KG. The broad spectrum of product ad vantages is one reason for the success of the 4‘ concept. The good climate in the local market Lishui III 4’ ContiRoll ® forming and press line
SIEMPELKAMP | MACHINERY AND PLANTS Advertising in China Integrated marketing-communication concept: “Re Nao” counts! Siempelkamp has a representative offi ce in Peking. However, this offi ce is concentrating on service and sales and not on the marketing and advertisement of products. That is why our marketing-communication concept started with the search for a suitable local B2B-agency partner. We decided on a cooperation with a consulting company – the determining factors for this decision included the trilingual team in Beijing, its comprehensive ex- 54 55 perience in the Chinese machinery and plant engineering, its broad service range and quick capacity of reaction. The main issue defi ned by Siempelkamp and the agency included increasing the public awareness and the trust in Siempel-
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