end-user marketing geosynthetics / advanced composites - TenCate

TenCate business model
CONNECTED THROUGH END-USER MARKETING – TENCATE GEOSYNTHETICS
Continued from page 7
Functionalities
‘As a rule customers and end-users are not
interested in a product but in the solution to
their problem,’ says John Henderson (senior
vice-president TenCate Geosynthetics North
America). They also expect high-quality
functional materials that are both light and
strong for a competitive price. ‘They are
typically willing to pay a higher price for a
product as long as the total solution offered
is the best solution for their circumstances.’
The quality is guaranteed by ISO certification,
CE marking and internal quality controls.
Functionalities usually relate to the strength,
the thickness / weight and shrinkage / elasticity
ratios in products, filtration, reinforcement
and separation (for example, of sand and
gravel). The functionalities are determined in
talks with contractors and owners. Generally
speaking, although the contractor and government
authorities as well as the designer are
approached, the focus is on the specification
writer. When it comes to environmental and infrastructural
projects, for example, this is often
the design bureau. TenCate endeavours to get
its materials prescribed (specified) by government
authorities and local customers via the
specifications. The more TenCate succeeds in
this respect, the more the distributor benefits.
Contact
There is regular contact with the end-user.
This can be through a ‘home’ visit, at trade
fairs or through support in the design phase. In
addition TenCate Geosynthetics organizes road
shows, conferences, field demos (application
of materials and systems in practice) and
workshops. Moreover, information is provided
on the website, in trade journals, and via
In the context of end-use marketing strong brand names are expressly linked to the TenCate corporate brand name.
In their markets TenCate Nicolon ® , TenCate MirafiUnivers and TenCate Geolon ® are widely known by customers and end-users.
8 txtures | number 3 | autumn 2011
YouTube, where video clips highlight solutions
using TenCate geosynthetics. Many end-users
are also present at technical conferences,
such as those organized in the United States
by the Transportation Research Board.
These contacts contribute to the increased
visibility of TenCate in the markets and, where
possible, this happens in collaboration with
the network of dealers and sales people.
Strong brand names
TenCate Nicolon ® is still recognized as an
exceptionally strong brand by customers and
end-users in industrial fabrics worldwide.
‘In the mushroom industry you buy a TenCate
Nicolon ® growing or pulling net,’ says Jan-
Willem Heezen, ‘while in the sugar processing
industry sugar beet are covered with a TenCate
TopTex ® fleece.’ The same brand recognition
applies to TenCate Polyfelt® and TenCate