{"id":19381,"date":"2022-12-01T11:40:00","date_gmt":"2022-12-01T10:40:00","guid":{"rendered":"https:\/\/sw.fst.com\/magazine\/2025\/07\/diferencovat-umistit-harmonizovat\/"},"modified":"2025-07-30T17:39:51","modified_gmt":"2025-07-30T15:39:51","slug":"diferencovat-umistit-harmonizovat","status":"publish","type":"post","link":"https:\/\/sw.fst.com\/magazine\/cs\/2022\/12\/diferencovat-umistit-harmonizovat\/","title":{"rendered":"Diferencovat, um\u00edstit, harmonizovat"},"content":{"rendered":"\n

Spole\u010dnost General Industries vyvinula v r\u00e1mci rozs\u00e1hl\u00e9ho spole\u010dn\u00e9ho projektu p\u0159\u00edsnou strategii zna\u010dky a komunikace pro sv\u00e9 produktov\u00e9 zna\u010dky Freudenberg a Dichtomatik.<\/p>\n\n

CISO – tato zkratka znamenala ve spole\u010dnosti Freudenberg Sealing Technologies (FST) n\u011bkolik let „kombinaci siln\u00fdch str\u00e1nek jednotliv\u00fdch pracovn\u00edk\u016f organizace“. Popisovala postupnou organiza\u010dn\u00ed integraci spole\u010dnosti Dichtomatik do FST. Tohoto c\u00edle bylo dosa\u017eeno v roce 2021. Spole\u010dnost Dichtomatik ji\u017e neexistuje, byla pln\u011b integrov\u00e1na do spole\u010dnosti FST. Dichtomatik nyn\u00ed existuje pouze jako zaveden\u00e1 zna\u010dka produkt\u016f FST. To znamen\u00e1, \u017ee dnes FST nab\u00edz\u00ed sv\u00fdm z\u00e1kazn\u00edk\u016fm z oblasti v\u0161eobecn\u00e9ho pr\u016fmyslu jedine\u010dn\u011b \u0161irok\u00e9 portfolio v\u00fdrobk\u016f a slu\u017eeb v oblasti t\u011bsnic\u00ed techniky. Pod jednou st\u0159echou. Z jednoho zdroje. Pod dv\u011bma produktov\u00fdmi zna\u010dkami: Freudenberg a Dichtomatik. <\/p>\n\n

Co p\u0159esn\u011b ale tyto dv\u011b zna\u010dky znamenaj\u00ed a jak spolu souvisej\u00ed? Na tomto positioningu zna\u010dek, abychom pou\u017eili odborn\u00fd term\u00edn, intenzivn\u011b pracoval projektov\u00fd t\u00fdm. Krom\u011b diviz\u00ed FST Digital Sales & Marketing, Sales General Industry a Industrial Services se na spole\u010dn\u00e9m projektu pod\u00edlely tak\u00e9 divize Oil Seals Industry, Fluid Power Industry a O-Rings. „Dosud neexistoval jasn\u011b odli\u0161en\u00fd, vz\u00e1jemn\u011b koordinovan\u00fd positioning obou zna\u010dek FST. P\u0159ekr\u00fdvaj\u00edc\u00ed se profily vedly k nejasnostem – v prodeji i mezi z\u00e1kazn\u00edky. Nyn\u00ed jsme poprv\u00e9 spole\u010dn\u011b z\u00e1sadn\u011b navrhli a sladili positioning na\u0161ich dvou produktov\u00fdch zna\u010dek,“ \u0159\u00edk\u00e1 Mira Beck, glob\u00e1ln\u00ed marketingov\u00e1 \u0159editelka pro pr\u016fmyslov\u00e9 slu\u017eby. <\/p>\n\n

Daniel Blender, viceprezident pro digit\u00e1ln\u00ed prodej a marketing, dod\u00e1v\u00e1: „Jednou z konkr\u00e9tn\u00edch v\u00fdzev bylo jasn\u011b definovat rozsah slu\u017eeb nab\u00edzen\u00fdch na\u0161imi dv\u011bma produktov\u00fdmi zna\u010dkami, abychom dos\u00e1hli v\u00fdrazn\u011bj\u0161\u00edho odli\u0161en\u00ed.“ Za t\u00edmto \u00fa\u010delem projektov\u00fd t\u00fdm zjistil, v \u010dem spo\u010d\u00edvaj\u00ed jejich siln\u00e9 str\u00e1nky a v\u00fdhody. <\/p>\n\n

\"\"
Daniel Blender (vlevo), Robert Podgorschek a Mira Beck hr\u00e1li hlavn\u00ed roli v rozs\u00e1hl\u00e9m projektu na vytvo\u0159en\u00ed zna\u010dky a komunika\u010dn\u00ed strategie pro produktov\u00e9 zna\u010dky spole\u010dnosti GI.<\/figcaption><\/figure>\n\n

Freudenberg: Excelentn\u00ed technologie a slu\u017eby<\/h2>\n\n

Pokud se pod\u00edv\u00e1te pouze na technick\u00e9 \u00fadaje, zd\u00e1 se, \u017ee v\u00fdrobky obou zna\u010dek jsou \u010dasto srovnateln\u00e9. Ale jen na prvn\u00ed pohled! Nap\u0159\u00edklad t\u011bsn\u011bn\u00ed pr\u00e9miov\u00e9 zna\u010dky Freudenberg se vyzna\u010duj\u00ed extr\u00e9mn\u011b dlouhou \u017eivotnost\u00ed. Materi\u00e1ly i v\u00fdrobky jsou p\u0159ed uveden\u00edm na trh d\u016fkladn\u011b testov\u00e1ny. To znamen\u00e1, \u017ee spole\u010dnost FST m\u00e1 o v\u00fdrobc\u00edch Freudenberg obrovsk\u00e9 mno\u017estv\u00ed znalost\u00ed, nap\u0159\u00edklad pokud jde o odolnost a \u017eivotnost. Vedouc\u00ed st\u0159ediska znaj\u00ed sv\u016fj vlastn\u00ed v\u00fdvoj, sv\u00e9 materi\u00e1ly a procesn\u00ed technologie zevnit\u0159. To znamen\u00e1, \u017ee mohou z\u00e1kazn\u00edk\u016fm nab\u00eddnout \u0161pi\u010dkov\u00fd servis pro v\u0161echny po\u017eadavky a ot\u00e1zky t\u00fdkaj\u00edc\u00ed se v\u00fdrobku, mohou nab\u00eddnout dal\u0161\u00ed slu\u017eby, jako jsou testy nebo vypracov\u00e1n\u00ed odborn\u00fdch posudk\u016f. To poskytuje z\u00e1kazn\u00edk\u016fm jistotu p\u0159i n\u00e1sledn\u00e9 aplikaci. Stru\u010dn\u011b \u0159e\u010deno, zna\u010dka Freudenberg znamen\u00e1 \u0161pi\u010dkovou kvalitu, trvanlivost, bezpe\u010dnost, \u0161pi\u010dkovou technologii a servis pro v\u0161echny aplikace – od st\u0159edn\u011b n\u00e1ro\u010dn\u00fdch a\u017e po bezpe\u010dnostn\u011b kritick\u00e9. <\/p>\n\n

Zna\u010dka v\u00fdrobk\u016f Dichtomatik dopl\u0148uje tuto rozs\u00e1hlou nab\u00eddku v\u00fdrobk\u016f a slu\u017eeb: v segmentu t\u011bsnic\u00ed techniky st\u0159edn\u00ed t\u0159\u00eddy, pro aplikace u z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed up\u0159ednost\u0148uj\u00ed hospod\u00e1rnost a dobr\u00fd pom\u011br ceny a v\u00fdkonu. Produkty Dichtomatik samoz\u0159ejm\u011b nab\u00edzej\u00ed tak\u00e9 standardn\u00ed slu\u017eby, jako je objedn\u00e1v\u00e1n\u00ed online, rychl\u00e1 region\u00e1ln\u00ed dostupnost, v\u00fdkonnost dod\u00e1vek a \u0159e\u0161en\u00ed obal\u016f na m\u00edru. Bez ohledu na zna\u010dku jsou tyto slu\u017eby ji\u017e dlouho sou\u010d\u00e1st\u00ed z\u00e1kaznick\u00e9ho servisu – co\u017e spole\u010dnost FST ve sv\u00e9 komunikaci se z\u00e1kazn\u00edky vz\u00e1cn\u011b zd\u016fraz\u0148uje. <\/p>\n\n

V\u0161e z jednoho zdroje<\/h2>\n\n

„Ve spole\u010dnosti FST se nyn\u00ed jasn\u011b odli\u0161ujeme zast\u0159e\u0161uj\u00edc\u00ed pr\u00e9miovou zna\u010dkou Freudenberg a dopl\u0148kovou produktovou zna\u010dkou Dichtomatik,“ shrnuje Robert Podgorschek, glob\u00e1ln\u00ed \u0159editel segmentu General Industry. Tento „one-stop shop“ m\u00e1 mnoho v\u00fdhod. Jeden p\u0159\u00edklad: firma byla v\u017edy spokojena s kvalitou Dichtomatik. Zvy\u0161uj\u00edc\u00ed se technick\u00e9 po\u017eadavky a o\u010dek\u00e1van\u00e1 \u017eivotnost v\u0161ak znamenaj\u00ed, \u017ee jsou vy\u017eadov\u00e1na st\u00e1le kvalitn\u011bj\u0161\u00ed t\u011bsn\u011bn\u00ed. Nyn\u00ed mohou stejn\u00e9 kontakty jako d\u0159\u00edve nab\u00eddnout t\u00e9to spole\u010dnosti tak\u00e9 pr\u00e9miov\u00e1 produktov\u00e1 a servisn\u00ed \u0159e\u0161en\u00ed zna\u010dky Freudenberg – v p\u0159\u00edpad\u011b pot\u0159eby na m\u00edru. <\/p>\n\n

„Existuje nespo\u010det aplikac\u00ed s nespo\u010dtem po\u017eadavk\u016f. FST je dok\u00e1\u017ee obslou\u017eit v\u0161echny – od n\u00e1kladov\u011b citliv\u00fdch, technicky m\u00e9n\u011b n\u00e1ro\u010dn\u00fdch aplikac\u00ed a\u017e po technicky slo\u017eit\u00e9 a bezpe\u010dnostn\u011b kritick\u00e9 aplikace. D\u00edky tomuto jedine\u010dn\u00e9mu portfoliu m\u016f\u017eeme dlouhodob\u011b z\u00edskat pod\u00edl na trhu,“ vysv\u011btluje Beck.<\/p>\n\n

Samotn\u00fd projekt v\u0161ak nesta\u010d\u00ed, pokud jde o strategii zna\u010dky dvou produkt\u016f. „Projekt byl jen startovn\u00edm sign\u00e1lem k tomu, abychom dostali na silnici na\u0161i ko\u0148skou s\u00edlu a z\u00edskali konkuren\u010dn\u00ed v\u00fdhodu. Jsme v procesu prob\u00edhaj\u00edc\u00edch zm\u011bn. Nov\u00fd positioning se mus\u00edme nau\u010dit a za\u017e\u00edt a prom\u00edtnout ho do na\u0161\u00ed komunikace – a\u0165 u\u017e na webov\u00fdch str\u00e1nk\u00e1ch nebo v prodejn\u00edch rozhovorech na\u0161eho obchodn\u00edho odd\u011blen\u00ed,“ \u0159\u00edk\u00e1 Blender. <\/p>\n\n

Podgorschek dod\u00e1v\u00e1: „Mus\u00edme vytvo\u0159it pov\u011bdom\u00ed o na\u0161\u00ed nov\u011b definovan\u00e9 strategii dvou zna\u010dek v cel\u00e9 organizaci. To zahrnuje i \u0161kolen\u00ed na\u0161ich zam\u011bstnanc\u016f a prodejc\u016f. V\u0161ichni si mus\u00ed b\u00fdt v\u011bdomi jasn\u00e9ho odli\u0161en\u00ed a um\u00edst\u011bn\u00ed na\u0161ich dvou zna\u010dek.“<\/p>\n

\r\n
\r\n \r\n <\/i>\r\n <\/a>\r\n <\/span>\r\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"

Spole\u010dnost General Industries vyvinula v r\u00e1mci rozs\u00e1hl\u00e9ho spole\u010dn\u00e9ho projektu p\u0159\u00edsnou strategii zna\u010dky a komunikace pro sv\u00e9 produktov\u00e9 zna\u010dky Freudenberg a Dichtomatik. CISO – tato zkratka znamenala ve spole\u010dnosti Freudenberg Sealing…<\/p>\n","protected":false},"author":3,"featured_media":19383,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[915,1296],"tags":[1494],"powerkit_post_featured":[],"class_list":["post-19381","post","type-post","status-publish","format-standard","has-post-thumbnail","category-globalni","category-zakaznicke-vrstvy","tag-vydani-01_2023-d"],"_links":{"self":[{"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/posts\/19381","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/comments?post=19381"}],"version-history":[{"count":1,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/posts\/19381\/revisions"}],"predecessor-version":[{"id":19387,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/posts\/19381\/revisions\/19387"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/media\/19383"}],"wp:attachment":[{"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/media?parent=19381"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/categories?post=19381"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/tags?post=19381"},{"taxonomy":"powerkit_post_featured","embeddable":true,"href":"https:\/\/sw.fst.com\/magazine\/cs\/wp-json\/wp\/v2\/powerkit_post_featured?post=19381"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}