|
Naturex Recognized as Global Leader |
|
Thursday, 17 January 2008 |
Naturex S.A., a plant extract manufacturer, earned the 2007 Frost & Sullivan Market Penetration Leadership Award in the European natural extracts market. Compelling growth strategies including expansion into new geographic areas, customer proximity, homogeneous and aggressive pricing, effective backward integration and reduced time to market have all enabled Naturex S.A. to establish itself as a dominant participant in the natural extracts market.
This Frost & Sullivan award is presented each year to a company that has demonstrated excellence in capturing market share within their industry. The recipient must have demonstrated strategic excellence in product innovation, marketing and sales strategies that have resulted in the largest gain in market share over the past two to three years.
"Within a short span of 15 years, Naturex S.A. has become a global leader in the botanical extracts market," notes Frost & Sullivan research analyst Chandrasekhar S. "With its unique strategies, Naturex S.A. has been able to expand its global market share from 3 percent in 2003 to approximately 9 percent in 2007."
Since 2005, Naturex S.A. has been involved in a number of strategic alliances and acquisitions including PureWorld Inc., Hammer Pharma and HP Botanicals. This is in line with its external growth strategy, which has given it access to newer markets while improving penetration into current ones.
"Naturex S.A. is one of the few plant extracts manufacturers with an aggressive and homogeneous pricing strategy across all markets," observes Chandrasekhar. "This emphasizes the confidence that the company has in its product quality, reinforces its image as a truly global company and reiterates the consistency and standardization of its products."
In addition, Naturex has increased its sales force, offering enhanced client service for better customer retention.
"The company’s comprehensive product portfolio spans more than 350 innovative botanical extracts catering to the nutraceutical, pharmaceutical, cosmetic and food industry and has helped Naturex S.A. achieve an organic growth of about 12 percent—more than double the rate at which the market is growing," states Chandrasekhar. "The company’s commitment to constantly enhancing its product portfolio with innovative offerings is reflected in the fact that nearly 4 percent of its sales are re-invested into R&D initiatives."
An exclusive mechanism has enabled Naturex to accelerate the ‘time to market;’ when the industry average is six months, Naturex S.A.’s ranges between a few days and a few months. For instance, the recent launch of its Fraxinus Excelsior extract in June 2007 took only four months from conception to commercialization.
"Naturex S.A. recognizes the significance of these associations and has been actively involved in supporting the welfare and growth of farmers," comments Chandrasekhar. "The 2007 plan to promote the Peruvian Maca growers and communities is a standing testimony to its business model based on effective backward integration and giving back to the communities where it does business."
|
