Somar International Win Best Diversification At Cornwall Business Awards

Posted on 15. May, 2009 by Ross in Awards & Accreditations

Somar International Ltd, a leading business in the field of energy saving technology for commercial and industrial enterprises, is delighted to announce that it has won the Best Diversification Award at the 2009 Cornwall Business Awards. The award recognises the outstanding range of energy saving products which Somar International now offers both in the UK and internationally.

By complementing its established motor controller by investing in the release of two new energy saving products - low-energy lighting and refrigeration control - Somar was able to generate a substantial increase to the company turnover, create a direct UK sales operation and broaden its trading base and brand appeal.

Managing Director of Somar International David Bone said:

We’re very proud to have won this prestigious award in an arena that boasts a significant number of forward-thinking and innovative businesses.

As well as adding to its collection of awards by winning the Best Diversification Award (sponsored by the Cornwall Chamber), Somar International were also nominated for Cornwall Business Awards for the Best Use of Technology Award and the Customer Focus Award.

Customer-led Diversification

Somar International have specialised in the development of the Integra electric motor control since 1991, which saves energy through intelligent dynamic control of the power being supplied to the motor.

Recognising the growth in demand for energy saving products as a way of defending against rising energy and fuel prices and of demonstrating corporate social responsibility, and that the principle of selling different energy saving solutions is fundamentally similar, Somar International successfully diversified its business into a wider range of energy saving technologies.

The first step was to identify which technologies would be most acceptable to the customers so the diversification programme began with market research – questionnaires to our end user customers and network of Distributors - and led to the identification of lighting and refrigeration as key target areas. The result was the creation of two new energy saving products: the low-energy Eluma lighting system and the Clarus refrigeration anti-sweat controller.

Empathy With Our Audience

A universal sales programme was put into place that is now used for all three ranges of products, breaking down the mythologies that energy saving projects “cost money”, or that they “disrupt normal working practice”. With this in mind, Somar International recognises that producing excellent technology is only part of the story: Somar then has to understand the attitudes of their customers so that Somar can empower them to make the right decisions.

Somar International recognises that with any single business or operation that there are 3 types of individual customer, all who have individual needs – Financial Management, Environmental Management and Operational Management. The company’s aim is to always satisfy the requirements of each of these groups – to offer superior customer service and relevant communication to each.

Fantastic Growth

The success of Somar International’s diversification is plain to see – whilst the company maintained levels of sales for the Integra motor control systems, the new products have led to:

A further £3.2 million to the company turnover.
A direct UK sales operation as a result of the diversification
Owning more intellectual property so the residual value of the business is higher
A broader, more stable trading base

The product diversification has given Somar International a relationship with more blue chip organisations, and made the company more attractive as energy saving solution suppliers – new customers added in 2008 include J Sainsbury, Go Ahead Group, 3663, Coca Cola and Bridgestone amongst others. Roll out programmes are planned for 2009/10 with existing customers who have allocated more budget following successful installs in 2008/09.

Somar International would like to thank the judges of the Cornwall Business Awards 2009 for their kind consideration in awarding Best Diversification to them, and to all those who have contributed to this success.

Update: Official picture of Somar International Ltd’s win at the 2009 Cornwall Business Awards now available on Flickr.

Update 2: Official video accompanying the award presentation now available at Energy Saving News.