Spring 2011

End-user centre stage

By listening attentively to what customers or end-users want, a company can come up with the solution to their problem. Talks with the end-user give rise to ideas that subsequently provide the impetus for innovation and product development. ‘Increasingly the end-user is coming to see TenCate as a problem solver.’

According to TenCate CEO and Chairman of the Supervisory Board Loek de Vries, end-user marketing can be viewed from two perspectives: the immediate customers of the company and the end customer. ‘End-user marketing means trying to understand what the end market wants. To be able to manage and control the value chain, it must be clear who the market customer is and what his objective is. A company does those things that benefit the end-user, such as product and technological innovation.’

TenCate seeks to bring the company to the attention of the end-user, so that he sees TenCate as the one who can deliver the possible solution to his problem. ‘The customer is then willing to share his problems with us, so that TenCate can come up with solutions to resolve these problems. Through this end-user marketing, TenCate creates a distinct profile of itself as a solution provider.’

'If the image of TenCate is positive – an innovative, technologically driven, solution provider – you get feedback from customers. This means, for example, that the customer says to his supplier: “You must get the materials from TenCate.”

The power of the corporate trademark TenCate lies in the fact that in end-user marketing we can always lean on other TenCate markets. For example, TenCate materials are used in satellites (picture), naturally with the TenCate trademark (brand) attached. This gives the customer and end market confidence. The conclusion of the end-user is therefore: “The other materials will also be good.” Using end products, the company can showcase itself in end markets.’

Blue fabric (Tecawork Blue 65287)