May 10, 2001 was a very significant date for Union Locks and Hardware for two particular reasons. Firstly, it marked the launch of a new exciting and proactive sales and marketing strategy that focuses on the British firm's core brand values of innovation and excellent quality. This is then supported by the best customer service through the launch of a new distribution centre for Union in the Jebel Ali Free Zone.

These new campaigns were unveiled at a one-day customer conference held at the Jumeirah Beach Hotel, Dubai which was attended by more than 100 key customers.

Union has been successfully exporting to more than 80 markets for more than 50 years. Its products have been specified in a wide spectrum of commercial developments including schools, hospitals, government buildings, as well as residential premises. In particular, the Middle East continues to be the most important export region for the company, as the Union brand is recognised as excellent quality products boasting an outstanding heritage and value for money, says a company spokesman,

Union and its agent Abdulaziz & Sa'ad Al Mohamed Almoajil company jointly hosted the event and presented to the influential audience the new vision for Union and the exciting initiatives that will underpin the brand's long-term growth. Established more than 70 years ago, Abdulaziz & Sa'ad Al Mohamed Almoajil is a Saudi-based company with more than 35 years experience of the locks and hardware sector.

One of the major announcements at the customer conference was the commitment from both companies to establishing a dedicated service network of distributors and dealers in order to offer the very best customer service, including same-day deliveries. Abdulaziz & Sa'ad Al Mohamed Almoajil is currently in the process of developing a distribution network throughout the Gulf.

To ensure that the network has the necessary sales and technical support, there will be a new team of three Union sales representatives to develop and establish customer relationships. Furthermore, Union has appointed an experienced person from the UK to join the Abdulaziz & Sa'ad Al Mohamed Almoajil team in Dubai to help create a sales and administration centre of operational excellence in the Jebel Ali Free Zone, the spokesman says.

''At the same time in the UK office, Union's export sales, marketing and administration departments are being strengthened to provide the highest level of customer service to the Middle East,'' the spokesman continues. ''In addition, sales and marketing personnel from the UK will regularly visit the region to provide up-to-date product information and additional support to the regional Union sales representatives.

''A bespoke marketing package has already been designed for the sales team including eye-catching display material and promotional literature, as well as the forthcoming launch of an interactive website promoting the full Union range.''

Hallmark

Union has also created a stylish corporate red, black and white brand image for the Middle East and major export markets, as well as the UK.

''This distinctive image not only reflects its long and respected heritage as an innovator of security products and hardware solutions, but also forms part of its worldwide strategy to protect the quality of its brand through a unique hallmark on its new packaging,'' he comments. ''The hallmark is an optical Union Jack security hologram, which will guarantee the purchaser that it is a genuine Union product. Together with the striking new packaging colours, the Union Jack security hologram will differentiate the Union range in the marketplace and will guarantee that the item in the box is an authentic product.''

Combating counterfeiting

To protect the equity and credibility of the Union brand, a proactive anti-counterfeiting programme has been implemented that will identify individuals and companies found importing or wholesaling counterfeit Union products in the Middle East, he points out. The drive to eradicate counterfeiting is being coordinated with Abdulaziz & Sa'ad Al Mohamed Almoajil and will focus on Africa, the Indian subcontinent and the Far East.

New products

As a result of the ever-increasing competition and sophistication within the security marketplace, Union recognised that it needed to develop contemporary architectural hardware ranges to meet the needs of distributors, retailers, traders and commercial developers in export markets. In addition, Union was aware that it needed to safeguard its long-standing position as the leader in security solutions, according to the spokesman.

During the last 18 months, new market opportunities were identified and assessed as potential product areas that could be developed into ranges for inclusion into conceptually distinctive architectural portfolios. However, the key criterion for new products being included was that they complemented Union's core ranges covering locksets, mortice, rim and padlocks, and door security fittings, whilst providing a definitive yet distinctive architectural hardware package. Within this contemporary range, there are stylish door furniture, the elegant New Wave door closer, electro mechanical access control products and a comprehensive selection of escape hardware.

Trade catalogues

For the Middle East and export markets, Union has developed a refreshingly different trade product catalogue to launch its rejuvenated architectural range. The catalogue can be downloaded from the Union website, www.unionlocks.co.uk or is available on a CD-ROM or an A4 ring binder containing individual product booklets. The catalogue is in an easy-to-follow style, as apart from the usual technical information, each section uses standard icons to specify what is available with each product.

Marketing activities

Union has committed to a number of promotional initiatives during 2001 to ensure the success of the joint sales and marketing activities with Abdulaziz & Sa'ad Al Mohamed Almoajil. These include advertising and editorial coverage in Gulf Construction, becoming a premium partner on www.tradearabia.com, an important business information site, plus attending the Big 5 exhibition in Dubai in October and bespoke promotions for the region.

A special promotion has already been launched for Middle East customers relating to Union's parent company, Assa Abloy's participation in the premier Volvo Ocean Race. Customers purchasing Union products between June 4 and August 30 will be eligible to enter the competition based on one entry for every Dh500 ($136.24) of products ordered. The prize draw will be held in September and the lucky winner will be given two air-tickets to Cape Town, the first stop of the Volvo Ocean Race, to see the Assa Abloy boat and meeting the racing team.

''Given all of these exciting developments, Union has once again demonstrated that it not only has the expertise but also the vision to constantly introduce new concepts into the worldwide marketplace, which will continue to reinforce its position as a leading security solutions provider,'' the spokesman concludes.