Kuebler : Benchmarking the standards
Mr. Gebhard & Lothar Kuebler
Q. Being the key player in automation product business, Please brief us about recent initiatives undertaken in automation products business? Which are your focus areas?
Being one of the key players in the global market, the Kuebler group always strives to come up with new initiatives that will bring us closer to our customers and the market and give us an edge over our competitors. As a part of this, Kuebler has developed special solutions for different target industries and has employed highly specialized global industry managers in addition to the product managers for each of the product divisions, and has thus earned considerable market share in these areas. Our main focus lies in the areas of sensor technology, Counting and Process Technology & Transmission Technology.
Q. Please brief us about company’s global reach & what are the global alliances that have been made in order to out-front the competition?
With 8 group members and distributors in more than 50 countries, Kuebler has ensured that it is present everywhere globally. The proof of this lies in the fact that export currently accounts for more than 60% of our annual turnover. Apart from this we also have alliances with many leading international players which help us in offering comprehensive solutions to our customers.
Q. What are the market prospects for KUEBLER AUTOMATION products in India? How do you plan to position these products?
We have always seen India as a high growth destination and that is why when it came to setting up a manufacturing plant outside Germany, India was unanimously our first choice. As far as the market for automation products is concerned, it has started gaining pace as today lot of companies see it as an important factor for their growth. With Infrastructure on the rise and lot of companies starting to set up their plants in India, the prospects for our industry really seem good.
Q. What is your marketing strategy for KUEBLER AUTOMATION products?
Our Marketing approach is holistic and is not limited purely to marketing communication or advertisement. We have been regularly participating in exhibitions and trade shows across the country. But the kind of industry we are in, marketing is also about being close to the customer, which implies that our customers are not only our buyers but they initiate innovation and performance.
This is why we cultivate these relations so intensively. Our customers get innovative solutions, as well as reliable service from Kuebler. By grouping the whole marketing mix (communication policy, product policy, distribution policy and price policy) we can act particularly efficiently on the market.
Q. Product innovation through R&D is vital to be forrader in the competition, as per your opinion how does R&D play the role of catalyst in the success process?
Innovation has been our tradition and Kuebler is constantly coming up with groundbreaking innovations, which are of real benefit to the customer, in other words – innovations with the customer in mind. We invest nearly 15% of our turnover in the R&D process and in the subsequent product creation.
We exchange ideas with our customers at the development level, for example regarding the future of sensor technology in our target industries. This procedure demonstrates how Kuebler plans the product requirements of the future together with its customers. But all these things are possible only if we have the right kind of talent and we realize the importance of this. Therefore we ensure that we provide them with the right training to nurture and develop them.
Q. Quality standards are benchmarked by the product performance; please brief us how do you maintain the quality norms since from product manufacturing to implementation?
Our Quality Management System is structured according to the latest guidelines. Continuous improvement in all areas at Kuebler goes without saying, as does certification to ISO 9001:2000 and 100% final inspection and testing of all products. Many of our products are UL approved. and our products can also be supplied on request with EX approval for use in Hazardous areas, zone 2 and 22.
Q. Is there any recent product launch carried out by KUEBLER AUTOMATION for catering the demand from the industry.
We recently launched H120 which has been developed keeping in mind the requirements of the heavy industries such as steel, cranes etc. Kuebler’s latest product introduction – the first 100% optical electronic multiturn encoder – has won a number of awards for its innovative technology.
Q. Could you brief us on Indian & Global perspective of sensors & encoders market?
With the advent of technology and use of closed loop feedback systems, more and more users are now using encoders in their applications to provide reliable solutions. Also many industries such as solar, wind, mobile automation etc. Have seen a great boost in recent years due to which many new players have entered this market with many new, reliable and innovative solutions which have very specialized applications for encoders
Q. According to you what are the factors affecting your business?
Due to the recent slowdown in the global market and the slowdown seen in some industries, we have seen a decrease in growth and have felt the economic pressure to certain extent. Currency fluctuations have also made us think on our inventories and stock levels.
Product innovation – The success factor
Q. What are the key technological trends that are driving sensors & encoders instrumentation industry?
With advancement in the automation industry, users are now demanding products that offer faster & reliable communication. This advancement also changes the safety concept up to a great extent and as a result we are now realizing products that fulfill various safety norms.
Q. What is your vision for KUEBLER AUTOMATION for near future?
The Kuebler group had set an ambitious target for itself. Till 2020 the revenue should be more than 100 million Euros, triple of last 10 years. This would mean further global expansion, the expansion of core industries and the expansion and development of new product divisions. The brand Kuebler would be more oriented to the needs of demanding, tough applications on customer-driven innovation, flexibility and close customer relationships.
