"Local is lekker" - in the
abrasives industry
The challenges of changing brand perception
By Lins Rautenback, Internal Sales & Business Development Manager
“Local is lekker” a slogan staple often used by many South Africans when discussing or referring to products or ideas that are uniquely South African. “Lekker” directly translates from Afrikaans to English as “nice”. In this context “Local is lekker” translates to locally made, and uniquely or proudly South African is something great and should be largely supported by South Africans when buying a product or supporting a business and its services. As South Africans, we are encouraged by our sports and media icons, our politicians and large corporate companies to get behind our local brands, we are encouraged to buy local, support local and do our part to grow our country’s economy and in so doing create jobs. In theory the idea is big and in many instances local is supported, except when local products have to go up against large established overseas brands.
One of the biggest challenges faced by many local manufacturers of all products but especially abrasives is overcoming the perceived idea that we cannot possibly compete with large European and American brands who are stalwarts in the abrasive market. This is not a uniquely abrasive industry mindset, it spills over into many areas of the daily lives of consumers, from the buying of cars, food, electronic products, clothing and even cosmetics and other luxury items. European (especially German) cars are synonymous with quality, luxury and reliability, despite many of the car parts being manufactured outside of these countries, often in the same factories that manufacture for other brands or who use the same technology as the brand which is perceived to be the superior brand.
Products manufactured either locally or in Asia are viewed as inferior and cheap, as consumers tend to have a mental block when a product is not a well known European or American brand. Consumers remain blissfully unaware that many brands source raw materials from or have moved their manufacturing outside of their preferred brands country of origin. Wording on the branding of these products is cleverly changed as not to change the perception of “it comes from a developed country so it just is better” but also to quietly cover the company should it ever be discovered that a specific product or product line is not manufactured in Europe or the USA.
Consumers have been cleverly conditioned to believe that there is no match for German precision or American Innovation or European quality. A combination of consistent quality, smart targeted marketing and excellent customer service and often subjective word of mouth have firmly cemented the idea that these products have no rival. The products often have higher prices (largely as a result of import costs as well as the South African Rands’ standing against both European and American Currencies) has further created the impression of a better quality and better performing product, reinforcing the belief of “it costs more so it must be better”.
Local brands that cost less are perceived to be inferior without the product ever being tested, based on subjective ideas surrounding what constitutes a “better product” and more often than not consumers are either reluctant to give local brands a chance or consumers refuse to test the products because there is a preconceived idea that it will fail or won’t come close to performing as well. The world has changed and with advances in communication technology and the internet it is now possible for local companies to seek out suppliers who will work with their clients to develop top quality and cost effective raw materials and products that will comfortably compete with well known brands.
So what makes Santek Abrasives a “locally lekker” company?
- TRUSTED SUPPLIERS: Our raw material is sourced from around the world giving us the flexibility to source the very best raw material for each of our target industries and all our product ranges.
- EXPERIENCE & INNOVATION: A combined 65 years of abrasive experience at top management level has led to the development of a broader variety of products for every application. This includes always improving our raw materials in order to better our product. Top management comprises qualified engineers who have a long history in the manufacturing sector. They have a hands-on approach to developing products and tailor made solutions for our client base.
- PRIMARY FOCUS: Santek’s primary focus is on the industrial sector. We have developed materials and products for the stainless steel industry, the wood industry, the glass industry, as well as various other engineering and fabrication sectors.
- SERVICE: Santek prides itself on offering every client regardless of size the best ongoing service. We manufacture on site and we have the capabilities to adapt, modify and develop quality industrial abrasive products to suit our clients’ specific needs.
- WE SUPPORT LOCAL: By keeping our manufacturing operation in South Africa we have fed over 70 families for 23 years.
- TECHNICAL SUPPORT: Technical support is offered to our distributors and application engineers selling Santek products.
- QAULITY: At Santek, we strive to provide high quality, effective and lasting products that are not only manufactured locally, but also save on costs to the client.
For more information on all the “Locally Lekker” services and products Santek offers, click here or WhatsApp us or email online@santekabrasives.co.za
