New Powermax Plasma Cutters Positioning
The team at Hypertherm Associates is introducing an exciting new global positioning strategy and multi-year campaign for our entire Hypertherm Powermax plasma cutter line. We know Powermax is a premium priced brand and there are many reasons to support why it is worth the investment. Over our 55+ year history, we have built a solid reputation and customer following that can attest that paying the higher price upfront is worth it in the long run. Our new messaging reminds customers of the value and that they have the power to make the best investment in their business. So, we developed this new Powermax tagline: “The best investment is in your power.”
We have chosen this positioning because of the following global market factors:
• The Powermax premium price positioning is being challenged by lower-priced competitors in many global markets.
• Customers increasingly think that mediocre performing plasma cutters are good enough and don’t consider the long-term value.
• It has been challenging, at times, to sell the premium value and justify the price delta of Powermax versus major competitors.
This is our commitment to you, our partners:
• We need to hold the position as the #1 portable air plasma brand among industrial and professional metalworkers in all countries where we do business.
• We need to continue to design and produce the most reliable, robust, and best-performing portable plasma equipment and consumables through innovation and quality manufacturing. Hypertherm Powermax plasma cutters outlast and outperform.
• We need to communicate more directly what goes into making Powermax plasma cutters and how that differs from the competition.
• We need to demonstrate that we know our customers and that we are uniquely positioned to solve their most challenging cutting problems.
• We need to promote the fact that we partner with the best channel partners (for sales, service, parts, delivery) with the broadest reach in each market serving industrial customers.
• We need to provide you with helpful selling tools and product demos.
• We need to communicate that we make products that work where our customers work, including the most demanding conditions.
• We need to show that we are the most versatile and best “tool for the job” with the most offerings for the most important applications.
In addition, we have outlined our foundational Promise to the Customer. This promise is supported by six pillars that state why Powermax is the best investment.
• Profitability – Up to 5 times longer consumable life than competitors
• Reliability – Built to last 10+ years in harsh environments
• Cut quality – Consistent cut quality and improved productivity
• Simplicity – New operators perform like professionals in minutes
• Versatility – Widest variety of cartridges and torches available
• Long-term support – Ready access to cartridges, parts, and support
This new tagline will be incorporated into all marketing and communications coming from Hypertherm Associates and will be available to you to support your marketing efforts. All assets are available in the Marketing playbook on Hypertherm Xnet on March 5:
| • Ads • Videos • Web pages where all the proof points will be hosted • POP/Merchandising • Communication guide • Competitive comparisons |
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| English example, translations will be available. |
We are also including you, our partners, as a key part of the messaging when we talk about investing in long-term support. Customers rely on you for consumables, parts, accessories, demonstrations, training, in-store informative displays, and technical support.
An important note is that we will be launching this first phase of the campaign in March prior to the Powermax45 SYNC launch so that the product launch will be in alignment with the overall product line campaign. Because this is a multi-year campaign, we will be developing additional promotional materials and supporting messages over time. So be sure to regularly check out Xnet. For example, some of the future content will be Powermax demonstration best practices and how-to-videos for customers. Your Hypertherm Associates account manager will be sharing more information during business planning meetings.
Be sure to log into Xnet now to see the marketing materials that are available in the Marketing playbook. Leveraging these ready-made assets can increase product launch visibility on your social media channels, website and in store.
We look forward to our continued partnership with you and building your Hypertherm Powermax business.