Neschen AG is re-positioning itself on the market. As the first part of the "Cut and Grow" restructuring programme is due to be completed this year, the second phase has already begun and will run in parallel.
Alongside the organisational, in-house and sales-related changes which have already been introduced, this will concern in particular the new brand presence. Here, Neschen AG wants to send out a clear message about its new start. "The objective of the second phase of restructuring is to improve the overall profitability of the company, and therefore restore the Group's ability to service its debts in the long term," says Henrik Felbier, Spokesman of the Management Board of Neschen AG. "A clearly differentiated customer perception of Neschen as a brand is essential to this," adds Michael Aupke, who took over the position of Head of Sales and Marketing on 1 July.
Moving on to pastures new
With a new-look logo, Neschen AG is going on the offensive: a host of new, innovative products are to accelerate the transformation to "New Neschen". The name of the game, therefore, is "A new product every month". The first new products are already available on the market. Hand in hand with this objective is a simultaneous quality initiative aimed at further consolidating the company's traditionally strong market position.
In order to make Neschen AG more effective and flexible, the organisation is being split into two divisions and two brands.
We do
With the newly founded organisational unit "Neschen Coating Solutions" Neschen wants to find modern, appropriately priced solutions for all aspects of the functional coating of web-shaped materials. Highly individual solutions and products are to be created in collaboration with customers and partners. The key words here are "develop", "coat" and "cooperate". "Solution-oriented cooperation means enthusiasm, openness and passion at all times," according to Henrik Felbier.
We deliver
The second organisational unit, "Neschen Market Supplies", sells a range of target-group-specific products which are ideal for sticking, protecting and presenting. Some 125 years of experience make for a high level of expertise in adhesive applications, whether permanent, reversible, transparent, translucent or opaque, thick or thin, highly adhesive or easily removable. Anything which is of value or in constant use, for example books, prints, maps, works of art, games, sheet music or photographs, can be perfectly protected using Neschen films. For professional presentation work, Neschen has large-format inkjet media or light, modular display systems in its product range.
"As part of the structural changes taking place throughout the company, we will be using a new logo from now on," Henrik Felbier goes on to explain. "The new logo also stands for a new corporate culture, in which our customers are the focal point of our developments and products. This will be the hallmark of the Neschen strategy in the coming years."
Furthermore, the company will no longer think in terms of specific product areas for individual sectors, e.g. graphic design or book care and repair. Now, customer requirements take centre stage, those things which are of use to many different sectors. "We want to concentrate more on meeting customer requirements and conduct our activities from a market perspective rather than from a production-driven one," says Michael Aupke. "This also means that we want to exploit new markets in addition to our traditional business with print shops and libraries. Our expertise is in demand among interior designers, shopfitters and trade-fair stand builders, retailers, surface treatment specialists and manufacturers of packaging materials and office supplies."
Neschen AG
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