Overseas Growth for UK Air-operated Double-diaphragm Pumps Manufacturer
The pioneering spirit that characterises specialist pump manufacturer Flotronic Pumps Limited’s approach to innovation and design has also been driving the company’s recent success in developing new markets overseas.
Flotronic, the only British-owned specialist manufacturer of air-operated double-diaphragm pumps in the UK, has seen exports as a percentage of total sales rise from just 15% in 2003 to 40% in 2013. 25% of exports go to Europe – but pumps are being sold in increasing numbers across the world including the US and Canada (5%) and the Far East (2%) – with the remaining 8% distributed to the Middle East, India, South America, South Africa and Australasia.
The company is seeing particularly high overseas growth in pump sales into its target Pharmaceutical, Food & Beverage, Chemical manufacture and Cosmetics markets, with the two most recently developed products, the ‘Minichem’ – machined from a solid block of PTFE – and the 3-A accredited ‘H’ series hygienic applications pump generating particular interest.
Jane Waite, the company’s Managing Director, puts Flotronic’s international success down to three essential factors. “First and foremost,” she says, “you need to be confident that the features and benefits offered by your products are compelling for potential customers. Domestic customers’ feedback that our pumps’ versatility, levels of compliance, unique ‘ONE-NUT’ design ease of maintenance and capability in almost any application gave us the confidence that overseas customers would find our pumps just as desirable.”
Infrastructure is the second most important factor on Jane’s reasons for success list. “Flotronic has invested heavily in establishing and supporting local dealer networks. The recruitment process includes an assessment of whether the dealer can deliver on key Flotronic brand values like our commitment to quality and the highest standards of customer care. Support includes literature and other marketing collateral, local PR, high visibility at trade exhibitions and funding help in establishing a credible online presence.”
“The third factor,” says Jane, “is to recognise local differences. For example, while not yet particularly important to customers in the UK, we recognised that 3-A Sanitary Standards Inc accreditation for Flotronic’s ‘H’ series hygiene pump would be a requirement of many if not all of our US food industry customers. The ‘H’ series has had to meet the high standards demanded by 3-A, including stringent criteria controlling those design features which affect the cleanliness of the pumps.”
Flotronic Pumps Ltd is determined to build on its burgeoning international sales success, with exports as percentage of total sales expected to rise to 50% by 2015, representing some 750 Pumps. “I would encourage all manufacturing companies in the UK to consider exports in their strategic plans,” says Jane. “Building domestic market share, not always easy in highly competitive industries, doesn’t then become the be all and end all of a company’s future success. And there’s also the kudos attached to making a contribution to the UK’s balance of payments.”
