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Excellence in export for Endoline!

Endoline proudly picked-up the PPMA 2013 Exporter of the Year award at a prestigious ceremony held the National Motorcycle Museum in Birmingham on 4 June.

Judges of the Processing and Packaging Machinery Awards 2013 awarded first prize to Endoline for its ‘warts and all’ appraisal of its path to expert success. By clearly explaining how it segmented its target overseas markets and deployed cost effective marketing, the judges remarked: "Endoline’s commitment to quality and manufacturing in the UK came across very strongly."

In response to shrinking demand in the UK during the recession, Endoline turned its attention to overseas market development hoping for some ‘quick win’ sales as well as opportunities for stable growth long-term. Endoline was quick to appoint a dynamic International Business Manager, Greg Austin, to create and roll-out an international strategy. This included existing distribution and agent rejuvenation with one-to-one mentoring to support sales activities including a rigorous training programme, dedicated local-dialect marketing materials and exhibition support with staff and equipment supplied.

The re-engagement with overseas partners, investigation of new markets with assistance from UKTI and careful selection of new overseas partnership with minimal investment, has resulted in a 100% increase in overseas sales within the last 12 months with much improved profitability, productive overseas agents who now feel supported and motivated. Plus a positive by-product of exporting has been the number of opportunities for advancing product development through overseas companies looking to develop new systems – Endoline’s development budget has increased and 3 new products will be brought to market in 2014.

Greg Austin comments: "A key element in the strategy has been to establish reference sites in each market. Endoline’s global portfolio of key accounts has been a crucial factor in winning orders in new markets, and then having established local references, both distributors and OEMs find that they have a very persuasive argument in support of their sales pitch."

Held at the National Motorcycle Museum in Birmingham, the awards were hosted by TV and radio personality Paul Ross and BBC presenter Amy Garcia. The ceremony was attended by more than 400 industry leaders, gathered to recognise excellence in UK manufacturing.

A total of ten categories are judged by an independent panel of leading packaging industry specialists including independent consultants Martin Miller and Alan Isaacs as well as Publishing Director Warren Clarke and independent technical consultant Ian Frame. Judges commented on the 80+ entries this year as being: "highly competitive, reflective of the innovation and success associated with UK manufacturing."

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