Re-branding reinforces growth strategy
12 May 2008
Ambitious worldwide growth plans by a leading European marine safety company have been underlined by a major re-branding of its business operations.
Cosalt Safety and Protection has seen dramatic growth across Europe in the last 12 months. It bought the Marine Safety Division of Bofort at the beginning of last year and followed that in July with the acquisition of Barcelona-based marine safety specialists SSM.
In October Cosalt completed its largest ever acquisition by acquiring the specialist lifting equipment and inspection management company GTC Group based in Aberdeen - with an annual turnover of £30-million and 260 employees.
Cosalt now operates from 25 locations in six European countries. The company now sees tremendous opportunities for growth further afield.
Managing Director Winston Phillips said: "It has been a very successful year for Cosalt as we continue to establish ourselves as a leading company in European marine safety."
The company is looking to now looking to grow further afield. International sales director Kevin Robertson highlighted the cruise market as one with great potential for Cosalt.
"The world capacity is currently 65 ships short of demand. New build orders now are for delivery in 2013," he said.
That growth is coming in three areas. Traditional ‘dinner jacket' cruising, enjoyed by those in Britain and North West Europe, the American domestic market and the ‘18-30' party-style cruising.
"There is a big market in the USA in short cruises. The Americans don't like to go far.
"They can catch an internal flight to a port and then without having to use a passport get on a ship for a five day cruise around the Bahamas, the Caribbean or Alaska.
"Another growth area is to the South Atlantic and Antarctica, " said Kevin.
A further area with big possibilities for Cosalt is in new build merchant vessels.
"The market is extremely active. There will be 2,000 new ships built in the world next year and there is the potential for a lot of work for us. Much of that is in the Far East in China, Korea, Japan and Vietnam, and Continental yards are active as well."
A major re-branding will reinforce the company's aims and objectives in 2008 and was part of the ongoing growth strategy.
It is being implemented by newly appointed Marketing Communications Manager Sarah Avery.
Sarah has a first class honours degree in marketing and tourism operations and has extensive experience in strategic marketing planning, brand and project management, gained in the private, public and voluntary sectors.
Sarah said: "The company recognised the need to refresh and modernise its image. Cosalt is a different company to that of a year ago. We are now a European company with global aspirations.
The re-branding project is essentially about Cosalt's new strategic focus on marine safety. The new identity reflects our vision; "to enable people around the world to perform with confidence in hostile environments" and communicates our core brand values of trust, expertise, loyalty, hard work and innovation.
Sarah said: "The Cosalt values and identity really define the Cosalt personality, how we interact with our target markets and our position as market leader with a superior product portfolio in our areas of operation.
"My role is to create a more marketing-led approach for Cosalt, both in the UK and internationally and to bring greater strategic focus and direction. The re-branding involved significant planning and hard work. It's a great opportunity."
"This is a very exciting time for Cosalt. The company is rapidly expanding and I'm pleased to be part of a very successful, ambitious team and look forward to my challenges ahead."
Mr Phillips said: "Sarah's appointment was critical to the successful implementation of the company's new brand identity and developing a greater marketing mind set, as Cosalt forges ahead with its ambitious international growth plans."
Issued on behalf of Cosalt Safety and Protection by Nigel Lowther Associates Ltd. Media inquiries, including picture requests, should be referred to Sarah Avery on 01472 504288 or Nigel Lowther (0792 0102303).