ABS Launches New Marketing Concept

28.05.2003

ABS is presenting a new marketing concept with focus on hands-on know-how, and its position as solution provider with thorough process and application experience.

“In combination with an emphasis on the most extensive range of products and services for water & wastewater applications in the market, the new concept brings forward what ABS is today – unique” says Marketing Communications Director Maria Bergving.

ABS is a well-known company in the business, recognized for its reliable pumps, mixers and aerators. ABS has its roots as far back as 1860, and has attained its present position through a combination of extensive growth and a number of strategic acquisitions, with the largest so far in 1989 where Swedish Scanpump took over the German ABS Pumpen. A few years later, the whole company took the name ABS.

Through the years, ABS has become one of the major players within applications for Water & Wastewater, Industry and Building Services, incorporating strong names such as AFP, AQUALEVEL®, SCABA®, FlowBooster®, ECOMIX®, HYPOMIX®, NOPOL® O.K.I., and HST INTEGRAL™. Today ABS is present in more than 100 countries over the world through its 30 sales companies in Europe, North and South America, Asia and Africa, and a large number of agents and distributors all over the world.

“Every company has its distinctiveness, with its own culture and way of acting towards its customers and suppliers. Our focus for the latest 20 years has been to offer reliable and efficient pumps with a low life cycle cost. A few years ago we took a further step by adding “cost-effective pumping” to the ABS logo. This was made to emphasize our unique experience in this field” says ABS Marketing Communications Director Maria Bergving.

“What we want to do now, in launching a new marketing concept, is to even further bring forth what makes ABS unique in the marketplace” says Maria.

The new marketing concept

The new concept presents three key elements:

  • Hands-on know-how, where ABS offers extensive process and application knowledge based on over 130 years of hands-on experience.
  • ABS offers the most complete range in the market with wet pumps, dry pumps, mixers, agitators, aerators, compressors and control & monitoring equipment. On top of this a comprehensive range of services, from installation support to asset management, and a global network of over 1,000 service stations.
  • Last but not least, ABS wants to emphasize its position as a solution provider, with a strong focus on low Life Cycle Cost and cost-effective pumping.

The new marketing concept will be launched during the spring and visible in many different ways, including direct customer activities for end-users, contractors and consultants, as well as internal training. The new concept is also supported by a completely new ”look & feel” that will be gradually implemented in sales brochures, advertisements, the “ABS Partners” customer magazine and other material. Also the ABS web site will be affected later this year.

”Our goal is to promote our position as solution provider with the most complete product and service offer in the market, combined with thorough application knowledge built from years of hands-on experience”, concludes Maria Bergving.

Source: Sulzer Ltd.

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