Drucken plastics 01_04 _E_dp - BASF Plastics Portal

tant. Market developments occurring in
Europe or North America can rapidly achieve
relevance in Asia or South America, and vice
versa. “We are managing a business which
is growing globally,” explains Bruno Defendini,
previously with Honeywell and now working
in Global Marketing. “This means the
customers and markets in every region are
expecting the same high levels of service
and product quality.”
Global
Portfolio
Production of
packaging films
made of Ultramid ® .
A global business requires a global portfolio
of products. The foundation for the new
portfolio is the BASF Ultramid ® and
Honeywell Capron ® product lines. The
extensive market and technical knowledge
incorporated in this portfolio will enable
BASF to achieve their strategic target of
above average market growth. This new
portfolio will benefit global and regional customers
with less complexity, faster response,
greater consistency of quality and increased
reliability of supply. The nomenclature for the
portfolio has been restructured so that all
contact points within the customer’s organization
can easily associate product properties
with names. BASF will likewise benefit
from this streamlined system within the global
and regional frameworks we operate in.
“In the past we have carried out significant
enhancements of the Ultramid ® product line
25
with successful results,” says Rainer Hanelt,
Global Marketing Extrusion. “We expect our
new combined portfolio to receive a high
level of acceptance in the market. We’re
also providing global technical support to
our customers.”
Strengthened
market position
Results of the Honeywell acquisition included
not only the integration of new products
into BASF’s business, but also a strengthening
of its market position – particularly in the
USA, where the company has now a leading
market position in extrusion. Alongside the
USA and Europe, another focus for the marketing
team is the high-growth Asian market.
Take China as an example: the growth rate
for packaging is much higher than in North
America and Europe. “We meet the demand
generated by this growth by supplying our
Asian customers from both the USA and
Europe,“ explains Dr. Volker Rauschenberger,
responsible for the Business Management
in Asia.
Your contact:
Dr. Thomas Liese-Sauer,
Phone: +49 621 60-93464
Integration Honeywell
Dr. Thomas Liese-Sauer is the new director
of marketing Extrusion Polymers.