Sheffield-headquartered Pryor Marking Technology’s recently appointed director of group sales and marketing, Laurent Boucher, revealed plans to up the company’s standard product sales in the coming years.
The company, which is actually registered as Edward Pryor & Sons, has so far mostly been associated with high-end part marking duties and related traceablity technology in industries such as aerospace, typically with complex turnkey systems supplied in low volumes. However, the company already has a presence in some 40 countries in the world.
Currently number one in the UK market for marking, the aim is for the number one spot worldwide, the director revealed to Machinery at the MACH exhibition last week.
To increase standard machine sales, Mr Boucher said the company is intensifying international distribution efforts and becoming much more aggressive on pricing. And by driving up volumes and reducing prices, he believes that Pryor will be able to offer top-of-the-range technology at the same price that others currently sell lower end technology machines.
The director underlined that Pryor has the “widest range of marking technologies in the world”, taking in manual, press, engraving, dot matrix, scribing, etching and laser marking. The company also designs and makes data matrix readers and verifiers. This breadth and depth of technology is claimed unique.
Mr Boucher’s target is to change the current 80-20 sales split in favour of high end systems to 30-70 in favour of standard system, although this does not imply a shrinkage in sales of high end system, he said, only a change in the proportions. “I believe that by selling machines in volume we will promote the Pryor name worldwide and this will give us more opportunity to sell complex, high end systems.” The number of marking systems shipped is expected to triple in achieving this switch of emphasis.
Mr Boucher also highlighted that a worldwide standardisation of machine names will help market the company’s brand more effectively, while better communication of application successes between distributor/markets will further aid sales growth.
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