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Freudenberg: Excellence in technology and service<\/h2>\n\n\n\n
Based on their technical data alone, the products of the two brands often seem comparable. But only at fi rst glance. For example, seals from the premium Freudenberg brand stand out for their exceptionally long operating life. The products and their materials are tested extensively before they reach the market. That means FST has enormous expertise when it comes to durability and longevity. The Lead Centers know their own developments, including their materials and processes, inside and out. So they can off er customers fi rst-class service on all product-related requirements and questions. They can also off er additional services such as testing or expert reports. That creates reliability in the eventual application. In short, the Freudenberg brand stands for the highest quality, longevity, reliability, and excellence in technology and service in all applications \u2013 from the moderately demanding to the safety-critical.<\/p>\n\n\n\n
The Dichtomatik brand complements this extensive array of products and services. In sealing technology\u2019s mid-segment, it is ideal for customer applications where cost-effectiveness and good value for the money are the priority. Of course, Dichtomatik also offers popular services such as online ordering, fast availability in the region, excellent delivery performance and customized packaging. Whatever the brand, this is a component of good customer service \u2013 incidentally, this is something that FST has only rarely highlighted in its customer communications so far.<\/p>\n\n\n\n
Everything from a single source<\/h2>\n\n\n\n
\u201cAt FST, we now have a clear differentiation between Freudenberg, the higher-level premium brand, and the complementary Dichtomatik brand,\u201d said Robert Podgorschek, Global Segment Director, General Industry. The \u201csingle source\u201d approach offers many advantages. One example: Suppose a company has always been satisfied with Dichtomatik quality until now. But growing technical requirements and expectations for a long operating life are creating the demand for seals of ever-rising quality. Now its usual contact person can off er it Freudenberg-brand premium products and services. When necessary, they can even be developed especially for the customer.<\/p>\n\n\n\n
\u201cThere are countless applications with countless requirements. FST can handle all of them \u2013 from cost sensitive, less technically demanding applications all the way to those that are technically complex and safety-critical. With our unique portfolio, we can gain market share long-term,\u201d Beck said.<\/p>\n\n\n\n
But the project alone is not enough for the two brand strategy. \u201cThe project was just the kickoff to get our strategy rolling and create competitive advantages. We fi nd ourselves in a process of ongoing change. The new positioning must be learned and applied. And it must have a place in our communications \u2013 whether on the website or in the sales discussions of our sales organizations,\u201d Blender said.<\/p>\n\n\n\n
Podgorschek added: \u201cWe have to create awareness of our newly defi ned two-brand strategy in the entire organization. That includes training our staff and distributors. Everyone has to be aware of the clear differentiation and positioning of our two brands.\u201d<\/p>\n