NEWS RELEASE October 2018
Determining Competitor Market Shares and Strategy
The McIlvaine Company provides market share data for thousands of air, water and energy companies. However clients are seeking even greater segmentation by industry, region and specific product.
One of the tools for this more extensive segmentation is activity at exhibitions. The geographic distribution as well as industry focus can be determined. The detailed analysis of exhibition activity at WEFTEC is shown at Municipal Wastewater Services. There were many water related exhibits at Singapore International Water Week. We have a 20 page analysis just of the pump companies with displays. We have been analyzing exhibition activity every third year for IFAT in Munich and were a participant in the Pump Summit last year.
We have also just completed an analysis of exhibitors of non-woven filter media at Filtration 2018. The focus is on air filtration, gas turbine, and dust collector media with a more minor focus on liquid filtration media. Filtech held in Europe is more focused on filtration equipment rather than media and has the largest display of filtration equipment of any show around the world.
A number of power related shows are reported in our Utility E Alert including smaller venues such as the VGB air pollution conference or the Indian FGD & DeNOx conference last week. Power-Gen shows in several regions of the world include substantial Combust, Flow & Treat (CFT) space. The OTC exhibition in Houston is one of the largest oil and gas exhibitions with more than 100 CFT exhibitors. Interphex in NYC has dozens of displays by CFT pharmaceutical suppliers. ACHEMA in Frankfurt provides hundreds of displays of CFT products for the chemical industry every third year.
The Cleanroom Technology exhibition in the U.K. and a number of smaller European exhibitions such as Lounges provide displays of filtration, instrumentation, pump, valve and other CFT products used in cleanrooms. The industry focused shows such as Semicon West have a number of displays by CFT suppliers but the CFT percentage of total space is low.
Advertising is also a good indicator of activity by product, industry and location. We tabulate the number of pages, the subject matter and the service in which we will be evaluating it.
|CFT Advertising in Pharmaceutical Manufacturing July-August 2018|
|Company||# of pages||Subject||Service|
|Donaldson||0.5||Dust Collector||Fabric Filter|
|Cashco||1||Regulator, Valves||IIoT, Valve|
|Endress + Hauser||1||Analyzers||IIoT|
|CFT Advertising in October Processing 2018|
|Company||# of pages||Subject||Service|
|AT Controls||1||Valves and Controls||Valve|
|Dynamic Air||1||Conveying, Fabric Filters||Fabric Filter|
|Blue-White||1||Pump, Flow Meter||Pump, IIoT|
|Cashco||0.5||Regulator, Valve||IIoT, Valve|
|Hydrocarbon Processing - September 2018 - Advertising|
|Airliquide||1.0||PSA, Membranes||Scrubber/Adsorber, RO, UF, MF|
|Ametek||0.5||On Line Sulfur Analysis||IIoT|
|Ametek||1.0||Moisture in Gas Analyzer||IIoT|
|Aqseptence||1.0||Johnson Screens||Liquid Filtration|
|Automatic Filters||0.2||Automatic Backflush Filter||Liquid Filtration|
|John Zink||1.0||Combustion Systems||Thermal/Catalytic|
|Honeywell UOP||1.0||Integrated Solutions||IIoT|
|Koch-Glitsch||Separation Columns||Scrubber, Adsorber|
|Linde||1.0||Range of Technologies||IIoT, Scrubber/Adsorber|
|Merichem||1.0||Contactor and Coalescer||Scrubber/Adsorber|
|Sentry||0.5||Sampling Equipment Webinar||IIoT|
|Swagelok||1.0||Pressure measurement system||Valve, IIoT|
|Veolia||0.5||Water reuse, DAF webinar||Sedimentation, Centrifugation|
|Chemical Engineering - September 2018 - CFT Advertising|
|Cleaver Brooks||1||Boilers, Water Systems, Controls||Ultrapure Water|
|Emerson||1||Engineering and Project Management-Automation||IIoT|
|Endress +Hauser||1||Flow Meters, Transmitters, pH||IIoT|
|Badger Meter||1||Flow Meters||IIoT|
|Load Controls||0.5||Viscosity Measurement||IIoT|
|Gemu||0.5||Valves, Water Treatment||Valves|
|NOV||1||Progressing Cavity Pumps, screens, mixers||Pumps|
|A-T Controls||0.2||PFA Lined Ball Valves||Valves|
|Material Transfer||0.5||Bulk Bag Discharger||Fabric Filter|
|Seepex||0.5||Pumps, Metering System||Pumps|
|Finder Pompe||0.3||Centrifugal and Plunger Pumps||Pumps|
|Myron L||0.5||Liquid Measurement||IIoT|
One revelation from an analysis would be the substantial amount of advertising by Magnetrol on level control measurement. These advertisements appear in a number of industry focused magazines and reveal a multi-industry marketing approach. The large investment in advertising is an indicator of the ‘pull” rather than “push” marketing approach. This further indicates a company selling based on lowest total cost of ownership. It also indicates a company which seeks to understand the processes and industries where its product is used.
This advertising leads to the website where the use of level controls in various specific industries and processes is discussed. The following link is to the Magnetrol brochure on coal fired boilers. It has good process flow diagrams to accompany the product descriptions for each application.
Some of the advertisements are general and reference a number of products. DuPont for example has a full page advertisement with coverage of EDV scrubbers, sulfur recovery processes and several other products. By contrast the A-T advertisement is on just one type of lining for one type of valve.
The advertising and exhibition activity can be a function of initiatives to gain market share rather than just keep it. Therefore tracking this activity over time is useful. For example one chemical company had the largest stand at WEFTEC a few years ago and did not have a stand this year.
The market reports where this competitor analysis appears are shown at http://home.mcilvainecompany.com/index.php/markets