In a second innings for PFAFF, the new management has re-defined the strategies that will guide the company in the years to come. India is of course important to its growth plan and in its efforts to be near to the market so as to penetrate deeper, the company continued to show its faith in HCA, the Indian agent and engaged Vikram Sona, a well respected industry expert with over 18 years of experience of marketing technology, to the Indian industry as Product Development Manager, South-East Asia to support and strengthen the India team. The company’s Sales & Marketing Director, Andreas Korz was in India recently for the opening of the new office. In an exclusive interaction with Team StitchWorld, he underlines the new thrust at PFAFF and the strategy laid out for India in specific.
The strategy of new PFAFF is not to become world champion in quantity; we do not want to be the ones who sell large volumes. We want to make special machines,” says Korz. The statement comes in the wake of major changes at PFAFF, which has seen a lot of ups and downs in the last century. The new management is however confident that with a new team and strategy the company will only grow stronger. Defining the core direction for the company Korz adds, “The overall strategy is to manufacture specialized machines to expand our application and support possibilities. We want to be closer to the customer and to the application, helping the customer with its application, besides the quality aspects, efficiency in the line, etc.”
The India Thrust – Control Market Through Special Machines
Under the umbrella of the overall strategy, the specific thrust for the Indian market besides the traditional garment market is on the medium and heavy duty machines going into the upholstery and automotive sector. “The biggest challenge is to communicate to the industry that the company is ‘new PFAFF’ with a more customer-driven approach to both technology and marketing,” says Korz. For this the company has intensively spread out staff travelling throughout the country, throughout the region transferring the massage of the new PFAFF all over the region.
Having an office in the country will certainly make a difference though the system of distribution and will remain the same as before with HCA as its agents in India. “The key role of the India office will be to bring out the message of the new PFAFF, regain the faith and trust of the customers and have a more streamlined communication between the headquarters, the distributors and the key customers,” adds Korz.
Even though accepting that India is a price-sensitive market, PFAFF does not want to play the same game as many sewing machine manufacturers and suppliers are today. “We want to maintain a certain price level for which we are backing on special machines that give value by increasing productivity and efficiency, you have to look at the overall cost of ownership,” reasons Korz. The argument is simple, by increasing the skill of the operator with good machines and training, the process will become more efficient and the failure rate will go down. However, not completely immune to ground realities, the company will also offer striped down technology for certain segments.
Innovation Leader – Develop Customised Solutions
The vision of the new owner of PFAFF is to position the brand as an innovation leader in the future. For that the company has implemented specialists and increased product profile moving into the shoe and leather industry with increased focus on the automotive industry. “To have a proper product management, bringing in new developments and new products. We have signed an agreement with one of the major automotive supplier in Asia. We have done some specialized products for them to really bring in innovation,” says an upbeat Korz. The approach is the same as in the apparel industry where the company is working with brands like Hugo Boss to develop new updates on technology. Besides working with retailers directly, there is also emphasis on reacting to the market needs with new technologies and also new staff that is really more and more oriented towards new technology.
“The biggest challenge is to communicate to the industry that the company is ‘new PFAFF’ with a more customer-driven approach to both technology and marketing”
A direction which PFAFF is very vocal on is customized solutions. It cannot be denied that when it comes down to the productivity, the efficiency and the quality levels, the customer often requests for some specialized equipments, some modifications to the equipments, some automation. Now the new PFAFF has prepared not only to have the off the shelf business like most of the other technology providers do and PFAFF has done for a century, but to be ‘personal’. “We have a clear vision to work with not only very large companies and also to provide solutions to medium and small size companies, which I consider as being the future of the industry,” reasons Korz.
Bonding instead of Sewing – Stilll an Expensive Option
Armed with solutions for the future, PFAFF is the only supplier that has two complete product ranges in connecting technology – one is the sewing and the other is welding. “Recently we were able to place some welding machines in the market, though the industry still prefers the traditional needle and thread, but certainly there is much more to come and much more to look out for,” informs Korz. The company only recently joined hands with Nike to present a completely bonded product. “At the price of above 100 euros, very limited percentage of people are capable and willing to pay such an amount,” reasons Korz. In the meanwhile, energy savings is going to be the key issues apart from sustainability that will guide innovation at PFAFF.
Training – To Address Customer Needs
Currently, PFAFF has an inter PFAFF academy where all sales partners and customers can go for training. “The new India office is in fact the first step to create a training facility in India,” concludes Korz.
