VIEWS: 56 PAGES: 4 POSTED ON: 3/3/2011
Falcon Our 25th Focus Year Issue 42 January 2011 BEWARE OF NEWCOMERS AND IMITATIONS! It feels like just the other day that we were celebrating point where a consumer looking at an implement other (usually cheaper) the arrival of the new millennium. The fear of Y2K was may perceive it to be a Falcon, with the colours be- ranges. upon us, computers were going to malfunction around ing identical and the shape very similar. This is known as “passing off” and two companies, namely Jupidex In consultation with a the world and flying was a no-no at the turn of the cen- in KwaZulu-Natal and Ploebak in the Western Cape, number of our deal- tury. But we all survived! I was 40 years old and now have followed this approach. Please warn your cus- ers we have launched I’m ... almost mature. Ten years on, life gets faster and tomers! If it doesn’t say it’s a Falcon, it’s not a Falcon. the “Often Copied, Never Equalled” campaign which pro- faster, we are faced with more challenges each day, motes and markets our implements, with the main focus and we are spoilt for choice in every aspect of our life. Another common infringement is that of our Haymaker® on Falcon Haymakers® and Slashers. The fact that we BEWARE! Choosing untried, untested and possibly un- trademark. Numerous companies are using this term specialise in the manufacture of rotary cutters means we reliable products could have far-reaching consequences, on price lists, advertisements, websites and brochures. are confident that we have the best product on the market, placing a burden on distributor/retailer and end user alike. We are monitoring the situation and should the relevant and to support this we have extended our warranty period Safety issues, financial losses and loss of productivity are companies not refrain from using this trademark, we will on all Falcon-branded Haymakers® and slashers. This is all possible outcomes of following this route. take legal action against them (and have already done a great selling feature and will definitely differentiate us so). Other Falcon trademarks registered for use in the from the rest. A copy of the revised Warranty Policy and The world is faced with many new companies entering agricultural industry are Falcon®, Locust™, Uniloader™, Dealer Guidelines has been included as an insert with this the market, many of whom just copy the products of suc- Fieldmulcher™, Grassmulcher™ and Rotagang™ (some newsletter. More about this campaign over the page. cessful companies. As consumers are continually looking of these have their registration pending). Please assist for ways to save money they are often lured into buy- The support we have had from you, our dealer, and the us by calling our office, or the relevant Regional Sales ing only on price – with disastrous consequences. For marketplace over the past 25 years has been tremen- Manager for your area, should you encounter possible example, we recently lost a tender of 20 slashers for a dous and we will continue to innovate and improve, infringements of our trademarks. municipality in the Free State to a company that imports and to remain the leader in this field. Your assistance slashers. Within two weeks, six of those slashers were is greatly appreciated. standing idle and there were no spares or back-up serv- ice available. Previously, the municipality had bought only Good luck and best wishes Falcon Slashers which did the job and were supported by for 2011 and may we all the local dealer and the Falcon team. have a prosperous year! You probably won’t believe me when I tell you that there are Warm regards We are also finding that a number of companies are more than 23 manufacturers and importers of slashers in this using underhanded marketing tactics to sell their im- Steve Thurtell country. There are no safety standards that these companies plements. They are copying Falcon products to the Managing Director have to comply with and in our opinion many of these imple- ments are unsafe. The blades of these implements travel at P.S. On a lighter note.... a speed of between 200 and 340 km/h and are therefore very • Borrow money from pessimists - they don’t expect dangerous. Many of these implements do not have opera- it back. tors’ manuals outlining safety instructions, nor are there any • A conclusion is the place where you got tired of thinking. safety decals on the implements themselves. The materials • Experience is something you don’t get until just used are also not up to the required specifications or stand- after you need it. ards. This is putting everyone at risk. Take every opportunity • The sooner you fall behind, the more time you’ll you can to educate your customers so that they understand The Falcon is the one on the right! have to catch up. the differences between the Falcon range and some of the OCUST THE ‘OFTEN COPIED NEVER EQUALLED’ CAMPAIGN If you have received our recent e-mail communica- • a R2 500 voucher for the marketer with the tions you should be aware that we have launched highest sales volumes of Falcon implements a tactical campaign to draw attention back to the for each of the December/January, February, core of the Falcon company: the Falcon brand, and March and April periods in particular the Falcon range of slashers and Hay- • a R7 500 voucher for the marketer with the makers®. highest sales volumes of Falcon Slashers over the December to April period • a R7 500 voucher for the marketer with the highest sales volumes of Falcon Haymakers® over the December to April period • a R7 500 voucher for the best display featur- ing a Falcon Slasher or Haymaker® The campaign is designed to entrench our leadership • a R5 000 voucher for the 2nd best display position in the marketplace and we are looking to you featuring a Falcon Slasher or Haymaker® to assist us by ensuring that we have the prominence • a R2 500 voucher for the 3rd best display fea- in the dealership that an established brand like Fal- turing a Falcon Slasher or Haymaker®. con deserves. We have designed eye-catching dis- play material and advertisements to drive the mes- New Extended Warranty! Campaign Poster sage home that while Falcon implements are often To add value to the purchase of the Falcon Slasher Additional Support the blueprint for competitor products, no one else can and Haymaker® ranges we have extended the war- make a Falcon like Falcon can! The Home page of the Falcon website will also high- ranties on all Falcon Slashers and Haymakers® with Comer gearboxes (F25/40) to two years, and on all light the campaign. The website is a popular source The campaign started on 1 December 2010 Falcon Slashers and Haymakers® with Falcon-man- of information for farmers, so the “Often Copied, and will continue until the end of April 2011. ufactured gearboxes (F50/80) to three years on the Never Equalled” message will be reinforced through We strongly encourage you to build one or more gearbox and two years on the rest of the implement. this medium. We are also producing a limited number displays during this period that include Falcon We believe this to be an industry-leading warranty. of car shades to give out over the promotional period. Slashers and Haymakers®. The A2 product poster highlights the extended warranty and our focus on A warranty decal will be Take Action Now Falcon Slashers and Haymakers®. The price flash placed on the deck of is intended to draw attention to the fact that Falcon We are looking forward to hearing your success each Falcon Slasher and implements are excellent value for money (not the stories, recording the entries and seeing the pho- Haymaker® manufac- cheapest, but a good buy when all the factors are tographs you will submit. In addition, we’d appre- tured from now onwards considered). Use of these items in your displays ciate your dropping your RSM an e-mail with any in order to draw the will increase the overall impact. It is also important thoughts you may have or comments you may hear farmers’ attention to this that you have stocks of brochures available for in- in the marketplace. Let’s all take action now to en- Implement Decal change to the warranty. terested potential buyers to peruse. sure our continued success in the future. Advertising Support We will be highlighting the superiority of Falcon implements in a series of three advertisements that will appear in Farmer’s Weekly and Landbou- NWK Lichtenberg’s display weekblad in the January to April period. The ads have Price Flash been designed to draw readers’ attention to the Please remember to take a photograph of the imple- many benefits of choosing ment display and to send it to your Regional Sales a Falcon implement. The Manager so that you qualify for the display competi- first advert appeared in tion. This is also a requirement for any marketer/ the 21 January 2011 edi- dealer who wants to participate in the incentive. tion of both magazines. 1st Campaign Advert Prizes for dealer support of the campaign include: SSK Heidelberg’s display STRONG PROGRESS ON EXPORTS We are following on from our report in the May 2010 and ZA-M 3001 Tronic fertiliser spreader. products, which in itself is an enormous operation. edition of Falcon Focus, where we noted that Falcon had identified a need to target the export market, Also in October, Ruben went for his first trip to Afgri Corp is 51% owned by Afgri Operations leading to the first visit to Zimbabwe in March 2010. Zambia to meet with three of Falcon’s long-time Limited in South Africa and both are very long- dealers, Saro Agro, standing Falcon dealers. Looking at the size of Afgri Corp and the equipment on their premises, it is clear that Power Equipment, Zambian agriculture is healthy. all based in Lusaka. Saro Agro is the Power Equipment, the Massey Ferguson import- Landini/McCormick er, which is now part of the Motormart group, is importer to Zambia, also well situated and has a big, fully equipped with two branches workshop so that it is able to give good service to in Kitwe and Mkushi. its customer base. The Saro Agro head During the trip to Zambia, Ruben also went to the office is a mag- Mazabuka area in the south of Zambia, where the nificent building and From left to right: Jabes Mbewe (Farm Machinery Manager - Saro Agro), Mr Ashok Oza sugar cane farms are under pivot irrigation and (MD - Saro Agro), Ruben van der Merwe (Falcon Agricultural Equipment (Pty) Ltd), was officially opened go on for kilometres on end. He visited Sugar- Herman Rohm (Tractor Marketing Manager - Saro Agro) by His Excellency, lake Farms, who had bought an Amazone UF901 During June our three Namibian dealers were visit- President Banda of Zambia on 21 July 2010. Due Sprayer, and commented, “All seems to be going ed by Ruben van der Merwe. His first stop was Hoff- to the long lead times to get products into Zambia, well with this unit and the customer has found this mann’s Farm Implements in Otjiwarongo, a dealer Saro Agro has generous stocks available at all Amazone mounted sprayer to be of very good qual- with Falcon for many years and still on top of their times. Despite Ruben’s immediate impression that ity and the ease of operation just a bonus.” game when it comes to the agriculture in Namibia. this might be the biggest building for an agricultural (They also import John Deere to Namibia.) dealer he had ever seen, it is evident that they may Further trips are planned for 2011. We will keep soon need to expand their facilities even further as you posted. This was followed by visits to Barex Equipment they also manufacture their own line of agricultural and Rex-quip, two new Falcon dealers both situat- ed in Windhoek. Rex-quip is the New Holland im- porter to Namibia and both companies also focus heavily on the mining and construction industries. During October, on invitation by Tarrys, Ruben vis- ited Zimbabwe again, this time for dealer and end- user training on some of the Amazone products. The training coincided with a well-planned farmers’ day by Tarrys and was held at the agricultural re- search farm just outside Harare. Customised train- ing was given to the operators of the farmer who have bought the Amazone UG3000 trailed sprayer Demonstrating the Amazone UG3000 sprayer during farmers day at the Agricultural Research Farm outside Harare The New Saro Agro Building In Lusaka STAFF NEWS Additional Support for Local Preschools lockable steel cabinet in which they can now store In 2010 we continued to support two local pre- the mattresses, stationary and other valuables. schools. At God’s Little Lambs Preschool we fixed the awning above the front door to prevent the rain- water flowing into the building. Gutters were also added to capture the rain from the roof into a JoJo tank so that the school can make use of the water. The second school, Little Angels, is renting a build- ing from the municipality, and as they have to share the premises with third parties from time to time, they experience problems with theft. To assist the school with this problem, we built and installed a Your Contacts at Falcon Blackie Swart - Regional Sales Manager Hennie Van Romburgh - Regional Sales Isak Nel - Regional Sales Manager Riël Deysel - Regional Sales Manager Manager Ruben van der Merwe - National Product Amanda Strydom - Internal Sales & Bonita Mc Dermott - Internal Sales & Jani Lötz - Marketing Coordinator Manager Import Coordinator Export Coordinator REGIONAL SALES MANAGERS ALWAYS ON CALL In the unlikely event that you have a problem with your Falcon implement, don’t forget that a Regional Sales Manager is on hand to help you. He will assist you in organising demonstrations and promotions at shows. Limpopo Province, Mpumalanga KwaZulu-Natal, Swaziland, Western, Eastern & North West Province, and the rest of Gauteng Eastern & Southern Freestate Northern Provinces Northern & Western Freestate & Central Gauteng Isak Nel Hennie Van Romburgh Riël Deysel Blackie Swart 082 443 5916 082 458 6243 072 650 0786 082 560 2266 Falcon Agricultural Equipment (Pty) Ltd, P.O. Box 170, Howick, 3290, KwaZulu-Natal, South Africa Tel: +27 (0)33 330 4764, Fax: +27 (0)33 330 2120, firstname.lastname@example.org, www.falconequipment.co.za circulation
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