Gifted research and development, combined with crea-tive marketing: these are thebusiness principles of the Dr.O.K.Wack Chemie in Germany. Now, the company has been in operation for 25 years, and during this time it has become a leading supplier of both premium care products for vehicles, and for CFC-free cleaning products in the electronics industry.
The founder and general manager, Dr. Oskar Wack, came to Ingolstadt, Southern Bavaria, as a young man to establish his own company back in 1975. The vision was and is to develop environment-friendly and superior products around cleaning and care of surfaces, manufactured by ecosystem-compatible equipment. For a long time, the business was focused on the consumer products (vehicle cleaning and care) only, and the company was growing in very small steps, to reach a financial turnover of DM10m, with a staff of about 50 by the year 1990. Just at this time, the enterprise entered the marketplace as a newcomer in the area of CFC-free cleaning technology (Zestron) to challenge large established corporations in this field of application. As a consequence, this has led to a remarkable growth successively, and as of today, there are 100 people employed, and the turnover has topped DM25m.With its Zestron range of cleaning agents, the company has gained a leading position in the electronics manufacturing area. An important step in this development was the founding of the Zestron Corp. in the US, from which both the American and Asian marketplaces are served, based on the same high principles in product performance and quality, and, of course, with reliable user support.
The steady growth up from the very beginning is the result of straightforwardly pursued efforts that become financially visible by the high R&D expenditures reaching 30% of the annual turnover. This success didn’t happen by accident. Instead, it is to no surprise the result of a hard working team. One of the secrets of their success, the management says, is discovering market niches which then will become the field of intense R&D for technologically superior products, combined with outstanding marketing methods. And not to forget: close co-operations with technology partners, reportedly, play a decisive role in the realization of the targets. Apparently, this isn’t lipservice or PR wording of loudmouthed marketing people, since their application center houses all kinds of cleaning equipment from makes allover the world. It is at least as big as the production area itself. In this way it becomes evident that the practical proof, and the support of users and cleaning equipment design engineers, really do play an important role. (gbw)
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