Home / Knowledge / News / Textiles / Lenzing receives “Positioning Excellence Award”
Lenzing receives “Positioning Excellence Award”
10
Jul '13
On July 1, 2013, Lenzing AG was given the Positioning Excellence Award from Trout & Partners, a globally leading consulting company for strategic positioning and differentiation.

“Lenzing is receiving this award for resolutely pursuing a clear positioning as the world market leader in the production of man-made cellulose fibers. About 15 years ago Lenzing AG started to increasingly focus on marketing. Subsequently the company has been able to achieve growth of more than 300% since the year 2000, and massively expand its global presence”, according to Trout & Partners, justifying the selection of Lenzing AG. 

Peter Untersperger, Chief Executive Officer of Lenzing AG, accepted the prize on Lenzing’s behalf together with his management and marketing team. “We are particularly pleased to get this prize, in light of the fact that we have been relying for years on integrated business logic, from the fiber to the end consumer, in our approach to dealing with the downstream value chain.

Thanks to our activities designed to position our products, we are capable of consistently launching innovations on the marketplace, and thus successfully differentiating ourselves from the cheap providers. This award confirms that we are on the right path.”

Dieter Eichinger, Head of the Business Unit Textile Fibers at Lenzing, adds: “With the acquisition of the TENCEL fiber activities in the last decade, Lenzing has succeeded in further securing its leading technological position in the field of man-made cellulose fibers. Moreover, Lenzing acquired a brand which is being transported all the way until the end consumer”.

Today Lenzing generates about one-third of its sales from the two specialty fibers TENCEL and Lenzing Modal, which confirms the correctness of Lenzing’s strategy. This strategy has enabled the company to partially decouple itself from the high cyclicality of the clothing market.

Lenzing’s positioning efforts have also borne fruit for its nonwovens business. By identifying market opportunities in the hygiene and cosmetics segment at an early stage, Lenzing has a global market share of close to 50% for wipes and is thus the clear market leader today in this growing segment. “We will continue moving full steam ahead to implement our marketing activities“, says Wolfgang Plasser, Head of the Business Unit Nonwoven Fivers. “This is because for us as a raw material producer, our positioning work is a unique selling proposition which gives us competitive advantages on the market.”

Lenzing


Must ReadView All

Maintain NAFTA trucking provisions: AAFA, US trade bodies

Apparel/Garments | On 22nd Nov 2017

Maintain NAFTA trucking provisions: AAFA, US trade bodies

The American Apparel & Footwear Association (AAFA) recently joined...

Vietnam’s textile & garment exports cross $24bn till Oct

Textiles | On 22nd Nov 2017

Vietnam’s textile & garment exports cross $24bn till Oct

Vietnam earned $24.372 billion from textile and garment exports in...

Karl Mayer unveils TMJ 4/1-T terry warp knitting machine

Textiles | On 22nd Nov 2017

Karl Mayer unveils TMJ 4/1-T terry warp knitting machine

Karl Mayer, a technology and market leader in textile machinery from...

Interviews View All

Anshul Sood
Oceedee

‘Indian footwear market is nascent and largely a trend follower’

Mukesh Agarwal & Rajesh Agarwal
Madhuram Fincap Pvt Ltd

Increasing prices and lack of demand main issues facing industry

Manfred Mentges
Sedo Treepoint GmbH

We see a higher demand in colour management systems, as customers see big...

Vikas Banduke

Softech Controls Private Limited (SCPL) is a part of the Cotmac Group, an...

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Sugandha Bhardwaj

<div>New Delhi-based Brinjal Designs Pvt Ltd manufactures home furnishing...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Vaanee Bhatia
Gritstones Clothing

<div>Delhi-based Gritstones Clothing offers quality and exemplary style...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

November 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
68.5%
No
12.4%
Skip
19.1%

Total Votes: 89

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.8%
No
30.3%
Skip
7.9%

Total Votes: 89

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
86.5%
No
10.1%
Skip
3.4%

Total Votes: 89

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
80.9%
No
9.0%
Skip
10.1%

Total Votes: 89


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search