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OK International to Implement Single-brand Strategy
June 1, 2005 |Estimated reading time: 1 minute
MENLO PARK, Calif. — OK International plans to consolidate its Metcal, Techcon Systems and Impell product lines under the single OK International corporate brand, spurring workbench-focused new product research and development programs and higher levels of localized application support.
Since electronics production operates worldwide, workbench products manufacturers must account for differing regional needs. Under the single brand, the company will be able to better apply its design, manufacture, distribution and support infrastructure to understand customers' product needs and to provide localized support customized to regional requirements.
The single brand also offers customer benefits from a sales and support perspective. As customers look to reduce their supplier base and distributors focus on key brands, the ability to source soldering, dispensing and fume extraction solutions from a single brand name of products that work together offers significant supply-chain advantages, ranging from reduced costs to easier spares management. Also, a more focused global sales channel will speed communications between customers, distributors, product experts and customer-service teams.
"OK International's focus on the electronics assembly workbench really began in February 2003," states Howard Rupprecht, OK International's vice president of marketing. "Our first step was the sale of the OK Industries wire wrapping business, which no longer matched our company objectives. Our second step was reorganizing Metcal, Techcon and Impell to run as one company instead of three separate entities. The company is now accelerating the transition to have all products under one brand, in response to the unique needs of the rapidly evolving global electronics manufacturing sector."