ABB Drives: a reform of the marketing
ABB is the global market leader in low-voltage frequency converters. Their international operations require the customisation of communications for different countries and operational environments. Printed products, particularly brochures and catalogues, form the basis of ABB's communications.
ABB wished to achieve a more efficient ordering and delivery process for printed products and to enable direct material orders from the sales organisations operating in different countries. ABB also aimed at smaller marketing material stocks and easier brochure updating processes and version management.
ABB and Hansaprint together developed a concept that utilises Hansa Direct printing and logistics services. Digital technology enables more fluent creation of new, country-specific versions of brochures; also, variable elements may be added to brochures. Even small quantities of products may be printed quickly and cost-efficiently exactly when they are needed. The electronic print product order system always shows the current stock status. The centralised system improves the reliability of the operations and saves time, work and money as the sales companies in different countries take care of their own product updates and orders.