Brand Integrity in the Global Setting

PRESENT in more than 80 countries worldwide and almost every country in Asia, beverage-packaging specialist Krones brings German technology to the region whilst taking a localised approach in each country. The company's business gained significantly in dynamism throughout almost all sales regions. During the first half of 2011, order bookings for their beverage filling and packaging technology rose by 19.8% to €1,323.4 million from €1,104.9 million in H1 2010. At the end of June 2011, the group was in an enviable position with an order backlog worth €974.6 million (vs. €917.2 million) on its books. Krones is undoubtedly one of the most successful packaging technology brands worldwide and we're privileged to learn more about the company's growth in Asia through the eyes of MARKUS WINTER, currently chief executive officer of Krones (Thailand) Co, Ltd.

What accounts for the strong presence of Krones in Asia?

There is a lot of diversity within the region, and just like in Europe, you have more developed markets and less developed ones. We also have different mentalities, different cultures, and different religions throughout the Asian region.

Asia cannot be seen as only one unit. Our customers require a localised approach for each country and Krones is more then willing to comply with these requests. This localised approach has proven to be one major contributor to our strong presence in the region.

We are represented with different set-up levels in different countries. In some countries we are still represented by agencies due to their strong network and support structure. Other countries require representative offices due to the increased machine base there. 100% owned subsidiary are the next step with various organisation modules from the German headquarters included in their set up. In the final development stage a subsidiary becomes a Life Cycle Centre in which you will find many major organisational units of the German headquarters represented. Krones Thailand is one of those Life Cycle Centres, which are designed around our endeavour to provide fast and efficient supportive services to companies who own Krones machines for the complete Life Cycle of our equipment.

The Krones Academy Training Centre, a strong service engineering presence with more then 50 technicians, a large warehouse for spare and emergency parts as well as a first level technical support team with a 24/7 emergency service hotline provide added value for our customers in Thailand and the region.Today, our strongest growth markets in Asia are in China, which makes sense because it is the largest country. India and Indonesia have good growth potential, whereas in South East Asia, due to our more than a 35-year presence, Thailand has the largest and most diverse Krones machine base.

You've been with Krones for some time and have been in Asia for over a decade. What developments and changes in technology have you seen in the company?

As you know, we manufacture packing machinery in a very broad production range with a focus on beverages and foodstuff up to the consistency of ketchup. Automated warehouses, complete factory planning, and even PET recycling plants are also in our product portfolio.

Krones roots are in the beer country Bavaria in Germany and had therefore started doing business with breweries. Sixty years ago the Krones founder, Mr Hermann Kronseder, returned to Germany from a Russian war camp after the Second World War had ended and built his first semi-automatic labelling machine for a Bavaria brewery in a small tool shed. He was able to grow this first small business into a multi-billion dollar enterprise now in the hands of the second generation of his family and listed on the FrankfOriginals