Interview- RAWLPLUG
1. The U.S. is undoubtedly one of the most critical markets for many companies. What is the specific importance of U.S. market to your company?
The US market is undoubtedly one of the most distinguished and important markets in the world. Competition there is stiff and only companies able to adjust properly to rapidly changing demands are able to maintain their position. The Rawlplug brand has been present in the US since the 1920s and our products have been part of a number of prestigious projects. For decades our products have been recognized in the US as a leading fastening and fixing range. Rawlplug was represented in the USA by Powers Fasteners until 2012. Since termination of the contract our company has been selling its products directly to business partners in the US. One of the most important factors when operating in the US market is the high level of expectation and the necessity to provide the most advanced assortment of products in terms of technical parameters and reliability. Therefore it is an opportunity to develop our product range and receive direct feedback from one of the most demanding groups of customers in the world.
2. With which product would you like to gain your own market share in the U.S. market (please list some information/specifications of the product)? What do you think is the advantage of you and your most important product compared to those of other competitors?
We are confident that many elements of our complementary range can become bestsellers in the US market. The first-ever expansion plug - Rawlplug®, invented by our company’s founder over a century ago – was a bestseller that allowed us to enter markets worldwide, including the US. Our research has shown that almost one hundred years later there is similar potential in various product sections contained in our product portfolio. Starting from the entire range of technologically advanced Bonded and Mechanical Anchors for a wide variety of applications in different conditions, through to our wide range of innovative and reliable Lightweight Fixings which make installation works even simpler. Our specialist Facade and Roofing Insulation Fixings reduce thermal conductivity and offer high performance in severe conditions, just like our Passive Fire Protection System. We produce an extensive range of Fasteners and Screws, and last but not least, Rawlplug offers a choice of accessories for Electric Tools, products for Tacking, Stapling and Gluing and Direct Fastening Systems.
3. Competition in the U.S. fastener market is really fierce. How do you plan your sales networks and strategies to promote your company, your products, and achieve any possible successful results for your brand (please list at least one example)?
We are cooperating with business partners from several industries, including construction, but our aspirations are not limited to just that. Our own factory producing fasteners in Lancut, Poland has proven itself as a reliable supplier for numerous premium automotive industry customers. Thanks to over 50 years of experience, it has aroused interest among potential US partners as well. We build our strategy on offering not only products but also a complete package of services for our customers. Product training, on-site tests, technical advice and dedicated software help our customers to make sure they always choose the best solution available.
4. What do you think is the most significant factor that companies should pay more attention to when they want to tap into U.S. fastener market?
Innovative solutions which not only answer customers’ needs, but more importantly allow customers to change the way they perform construction works, reduce time and achieve higher safety. It is unlikely that simply offering average products will lead to any prospect of success in the US market. Another factor whose importance cannot be overestimated is the continuous high quality of products which the customer demands and deserves. Great quality is remembered for much longer than low price. What Rawlplug offers is based on products, but our cooperation with customers is not based solely on delivering excellent products. We decided to reach further and develop a package of benefits for customers including a knowledge database, technical development services, and professional calculation software
5. The global fastener market never stops changing itself. Do you see any new challenge/trend in the current U.S. fastener market? How will you react to it?
We see that due to the increasing speed of works and the development of the construction sector there is a tendency to cut down on installation time, therefore we design our products to be easily applicable. However, the issue that we recognize as a priority is the sustainable development of our company and its environment. The strategy for the development of a Sustainable Rawlplug has come from the very top of the business and is supported across all our subsidiaries. It is based upon a bold vision and is underpinned by an innovative operating model. We have implemented numerous changes in our products, supply chain, and operations model to become a truly sustainable company. As an organisation employing hundreds of people across many locations, we understand that we are responsible for making positive contributions to the lives of our employees and the communities and natural environments that we inhabit. We understand that by becoming more sustainable as an organisation, we are better positioned to succeed as a business.
6. In addition to U.S. market, do you also want to expand your market to other country/region (e.g. Latin America, Asia, etc…)? If yes, please specify why. If no, please specify to which state of the U.S. your products are mostly sold and in which industry sector are they mostly applied?
We have recently established a subsidiary company in the Republic of South Africa. In-depth analysis has shown RSA as a prospective location with huge potential, due to rapid development and the growing demand of its construction sector. Therefore we decided to develop our presence in this area and change our business model from distributor to own subsidiary. We are constantly monitoring situations and trends in various areas and searching for opportunities.
7. As an active market player in the U.S. market, would you please offer some advice/suggestions to companies which are also interested in the U.S. market?
Rawlplug’s success in the US in the 20th century was a result of innovation, and great quality. Offering the highest quality products using the latest available technology turned out to be the best way to quickly gain a position in the market. Times have changed but the formula for success remains the same. If you want to build fruitful relations with customers you cannot offer average products.
