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Ceratizit Group: Brand architecture supports growth Four new competence brands for carbide solutions in the field of cutting tools and wear protection

Editor: Lisa Saller, Lisa Saller

The CERATIZIT GROUP is reorientating its brands and is focusing even more on target groups by concentrating technical know-how in the sector of carbide solutions for cutting tools and wear protection with four new competence brands. The goal is to individually address customers in various markets and to meet their specific needs.

"The new brand architecture represents a fundamental element of our marketing and growth strategy," explains Thierry Wolter, member of the CERATIZIT Executive Board.
"The new brand architecture represents a fundamental element of our marketing and growth strategy," explains Thierry Wolter, member of the CERATIZIT Executive Board.
(Photo: Ceratizit)

The corporate brand CERATIZIT GROUP now comprises four competence brands: 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. At LIGNA 2015 the carbide expert is presenting products for tool manufacturers for the first time as Toolmaker Solutions by CERATIZIT. For industrial wear protection, Hard Material Solutions by CERATIZIT provides carbide and ceramic components for industry-specific applications, for example tools for metal forming.

New target groups for more growth

"The new brand architecture represents a fundamental element of our marketing and growth strategy," explains Thierry Wolter, member of the CERATIZIT 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, as Martin Sprung, Head of Group Marketing, adds: "In this way we manage to promote an even more intensive dialogue with customers and to better understand their wishes, priorities and processes. We then convert this know-how into extraordinary solutions."

* CERATIZIT S. A., Mamer, Luxembourg (Headquarters), May 2015

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