Technical Absorbents
Techtextil Frankfurt

Free membership

Receive our weekly Newsletter
and set tailored daily news alerts.

Fibres/​Yarns/​Fabrics

‘Positioning Excellence Award’ for Lenzing

Lenzing has been given the Positioning Excellence Award from Trout & Partners, a leading consulting company for strategic positioning and differentiation on 1 July. “Lenzing is receiving this award for resolutely pursuing a clear positioning as the world market leader in the production of man-made cellulose fibres. 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,” explained Trout & Partners.

13th July 2013

Innovation in Textiles
 |  Lenzing

Clothing/​Footwear, Medical/Hygiene

Lenzing has been given the Positioning Excellence Award from Trout & Partners, a leading consulting company for strategic positioning and differentiation on 1 July.

“Lenzing is receiving this award for resolutely pursuing a clear positioning as the world market leader in the production of man-made cellulose fibres. 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,” explained Trout & Partners.

On the right path

Peter Untersperger, Chief Executive Officer of Lenzing, 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 an integrated business logic, from the fibre 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.”

Lenzing’s positioning efforts are said to have also influenced its nonwovens business. By identifying market opportunities in the hygiene and cosmetics segment at an early stage, Lenzing now has a global market share of close to 50% for wipes and is one of the leaders in this growing segment.

Elisabeth Stanger, Global Marketing Director Nonwoven Fibers, added: “With the increasing relevance of the digital world, we see opportunities to further expand the reach of our communication strategy by applying new channels.”

Tencel

Today Lenzing generates about one third of its sales from the two specialty fibres Tencel and Lenzing Modal. According to Lenzing, its strategy has enabled the company to partially decouple itself from the high cyclicality of the clothing market.

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

“We will continue moving full steam ahead to implement our marketing activities“, said Wolfgang Plasser, Head of the Business Unit Nonwoven Fibers. “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.”

www.lenzing.com

Latest Reports

Business intelligence for the fibre, textiles and apparel industries: technologies, innovations, markets, investments, trade policy, sourcing, strategy...

Find out more