The 50th anniversary back in 2012 already proved that TWK is an established and crisis-resistant company on the market. The company has also displayed constant, healthy growth in the single-digit percentage range over the past five years. Like any other company in the industry, however, TWK is also having to face up to challenges due to high product homogeneity and digital change. Clear market positioning and sharp delineation from the competition are needed. As a result of this, managing directors Dr. Felix and Dr. Hannwelm Steinebach are not only focussing on expanding the manufacturing and development departments but also on extending the marketing department. Head of marketing Cedric Bartelt has been dedicating himself to repositioning the brand since March 2016. Major steps have already been taken in this direction: communication of the new brand image will begin at SPS IPC Drives in November of this year with a new trade fair stand concept, a new website and a new printed product portfolio.
New corporate culture, new corporate mission statement
In addition to market positioning and delimitation from the competition, TWK's brand relaunch is also aimed at redefining communication channels and media in accordance with the new mission statement, which has been created on the basis of a corporate culture developed together with the employees. The new brand claim, "Supreme Sensoring", has been derived from the corporate values. "With this specific positioning, we want to clearly delimit ourselves from the existing 'service wasteland'. Our focus is on meeting customer needs, not on creating product benefits that do not help our customers. The central element in our corporate philosophy is therefore the customer", states the marketing manager.
Living the distinction from market competitors
According to Dr. Felix Steinebach, one of the first major differences in comparison with market competitors is targeted service: "Measuring mechanical variables is our passion. Driven by the process of solution development and the production of individual and technically innovative products for customer-specific applications. Because of this, our customers can expect highly-qualified technical advice and long-term support from us for each product – even after decades of operation." To complement this, Dr. Hannwelm Steinebach describes another relevant corporate value – custom precision: "One of the cornerstones of our philosophy is our quality standards. The scope of our product portfolio has no bearing on this quality. We are continuously working towards further optimising our processes to equip them with robust, durable and high-precision sensor systems in the long term." "Ultimately, it is our growing innovation processes and partnership-based closeness that are intended to delimit the company from the competition", explains Cedric Bartelt. "Innovations demand pioneering thoughts and actions. This is why we are always development- and solution-oriented and why our focus is aimed at constantly further developing our technologies. We are facing the challenges of the future together with our customers."
Over the coming years, the company is planning to extend various communication channels and increase its production, manufacturing and storage capacities.
About TWK
In 1962, Theobald Wilhelm Kessler founded TWK-ELEKTRONIK. Taking its name from its owner, what was previously a small operation has developed into a medium-sized company with two locations in Germany. Since 1992, the company has been in the hands of the Steinebach family. Mr. Johannes W. Steinebach works together with his two sons, Dr. Felix Steinebach and Dr. Hannwelm Steinebach, as part of the general management. As a family-owned company and German manufacturer of sensors, TWK develops and produces the essential basis for process automation and digitisation, amongst others.