Ceratizit Restructures Brands
The revamped architecture of tooling brands targets new market sectors as part of a broader growth strategy.
Posted: July 9, 2015
The corporate brand Ceratizit Group (Mamer, Luxembourg) now comprises four separate competence brands: Cutting Solutions by Ceratizit, Tool Solutions by Ceratizit, Toolmaker Solutions by Ceratizit and Hard Material Solutions by Ceratizit. At EMO in Milan, Italy, a leading international fair for machine tools and metalworking from October 5-10, 2015, the company will showcase all of its competence brands together with product highlights in the fields of metal cutting, tooling and wear protection for the first time.
“This new brand architecture represents a fundamental element of our marketing and growth strategy,” explains Thierry Wolter, a member of the company’s executive board. “In this way we concentrate our technological competence even better in the respective sectors and applications and offer our customers several gateways to access our products.”
The different approach is aimed at reaching new target groups and thus contributes to the growth of the company, according to Martin Sprung, the head of group marketing. “In this way we manage to promote an even more intensive dialogue with customers and to better understand their wishes, priorities and processes,” he says. “We then convert this know-how into extraordinary solutions.”
Since Autumn 2014 customers have received innovative tools and solutions for the cutting tool sector from Cutting Solutions by Ceratizit and Tool Solutions by Ceratizit. Cutting Solutions represents innovative solutions for metal cutting. Under this brand, the company offers a comprehensive program of premium standard products, such as insert or solid carbide tools.
The creative partner also focuses on intensive dialogue with its customers to develop solutions for individual shops or specific industries, such as the automotive or energy sector. This dialogue enables the company to master the entire process chain of carbide production, from the raw material to the final cutting tool. Distribution to the field is covered by a worldwide network of highly competent partners of dealers.
Tool Solutions closely collaborates with distributors who use private labels in order to develop and produce tailor-made cutting tools which are then sold under their own label. From carbide blanks and semi-finished products to coated and packaged inserts or tool holders, e.g. for milling, turning, drilling, parting and grooving, all private label products satisfy individual customer needs and offer top quality.
The experts of this brand provide their partners with advice so that the right tooling solution can always be optimally positioned in the respective market segment. The products developed here are the benchmark in their industry in terms of both price and performance.
In May 2015 the carbide expert presented products for tool manufacturers for the first time as Toolmaker Solutions by Ceratizit, which develops and manufactures innovative solutions for tool manufacturers. This includes rods and preforms for solid carbide tools in addition to carbide inserts for the machining of wood, stone, metal and composite materials.
A comprehensive range of standard tools with high availability provides shops with decisive competitive advantages in their price segment. Products that are not covered by the standard range, are developed by the carbide expert individually and in close collaboration with the tool manufacturers.
For industrial wear protection, Hard Material Solutions by Ceratizit provides carbide and ceramic components for industry-specific applications, for example, tools for metal forming. The experts in Hard Material Solutions actively seek for new sectors and applications in which customer-specific carbide solutions efficiently replace wear parts and thus make the production processes more economic or increase production.
This includes everything from tools for metal forming, high-performance components for tool and die construction as well as customized solutions for wear protection. From pen balls over nozzles for water-jet cutting, products for the automotive industry and rolls to high-pressure tools for the production of synthetic diamond, the developers for Hard Material Solutions are continuously prepared to accept a new challenge in order to make the processes of the customers even more efficient.
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