Prepared for Fred D. | Delivered February 3, 2020
Brand Positioning of Cook Compression Top Competitors
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To provide information on the primary positioning language/differentiating statements for LMS, Inc. and Ariel.
Ariel boasts of the rigorous
ISO 9001:2015 Standard
certification because the company was founded on
in part design.
The company has over
50 years of experience
in compressor engineering, manufacturing experience, and customer satisfaction leading to it offering a wide variety of
compressor spare parts.
Ariel offers a wide range of models with configurable components to ensure the right
fit for customer applications.
Additionally, the company offers additional products to customers such as an
industry-leading compressor sizing software
that gives them competitive advantage over other players in the market.
Ariel guarantees that the compressor parts on offer are
genuine Ariel parts
because they are the same parts that are
used to build Ariel compressors
The company thinks of itself as the "world's largest manufacturer of
separable reciprocating gas compressors
". These compressors are used in the global energy industry to extract, process, transport,
store, and distribute
natural gas from the wellhead to the end-user. In addition, the company also offers specialized
API-618 reciprocating compressors
for the process industry.
Ariel offers a
360 degree view
for some of its genuine parts to ensure customers are able to
digitally interact with the parts
they want to buy.
The company also offers a variety of
apps, programs, and training material
that can be used to support the decision-support capabilities of customers. This support ensures customers are able to
maximize their compression efficiency,
performance, and reliability.
Ariel prides itself in the customer support it offers its customers dubbing it an "
unmatched customer support
Ariel's messaging behind its compressors and replacement parts revolves around the company's claims that "Ariel compressors are proven to run
longer and require less maintenance
when they are maintained using genuine Ariel parts."
Another competitive advantage present within Ariel's messaging is in the company offering an
for compressors that continuously use
100% genuine Ariel parts.
To enjoy this offer, the company tells its customers to always "
DEMAND GENUINE ARIEL PARTS
The company terms its service offering and aftermarket customer support as the
where clients can get genuine replacement parts that will work perfectly with Ariel compressors to ensure
efficiency and reliability
for decades. Additionally, the company guarantees the availability of these parts through the
Ariel Global Distribution Network.
The benefits of genuine Ariel replacement parts include continuous innovation in design, engineering, & manufacturing, availability anywhere in the world, and facilitating upgrades that are interchangeable with the existing compressor equipment.
Lastly, Ariel offers
spare parts advantage
to its customers in a variety of ways that include providing a list of
recommended compressor parts
with each new compressor order, minimizing risk that can result form outages and downtime, and aligning with "OEM maintenance intervals and engineering analysis to support
selection of recommended compressor parts
with a new compressor order."
In summary, Ariel's primary positioning language/differentiating statements revolve around the company using its
years of experience
to offer genuine parts to customers that are guaranteed to work with their Ariel compressors. The company also
values customer support
and customer experience as was evident above.
An exhaustive look at
. revealed that the company is not a true competitor of Cook Compression.
This is because the company specializes in "patented,
close-tolerance elastomeric valve
dispensing and flow control products." The company is now rated among the
top 3 silicone LIM molders
in the world."
The company's industries of operation include the
health and fitness
It is also worth noting that LMS, Inc was
According to a global air compressor market report, the key players within this market include
AireTex Compressor, Atlas
, Bauer Group, Cook Compression, BelAire Compressors, Compressor Products International (CPI), Frank Compressors,
Galaxy Auto Service Equipment
Co. Ltd., General Electric, Ingersoll Rand
MAT Industries, LLC, and