The idea of concentrating on a handful of products for a specific industry sector doesn’t seem to stick with Zenox Industries Global Pty Ltd, a Perth-based supplier of lubrication products.
The idea of concentrating on a handful of products for a specific industry sector doesn’t seem to stick with Zenox Industries Global Pty Ltd, a Perth-based supplier of lubrication products.
Right from its beginnings in 1999, the company’s focus was to expand its product base into a number of niche markets.
Since then, Zenox has grown to a product base of more than 20 lubrication products catering for the mining, marine, automotive, food and pharmaceutical industries, to name only a few, with expected sales of well over 600,000 cans this year.
Zenox Industries Global director Stephen Bogue told WA Business News it was crucial to make people believe in the Zenox product ahead of its competitors in the market.
“Getting you brand name out there in the marketplace takes time,” he said.
“It is pointless just having four products; you need to go to that next level where you have got a number of very good products in different industries that everyone can recognise.
“We are now getting that brand-name recognition from the average person, which has taken a bit of time because we have had to get the right products that were in niche markets.”
One such product is the Zenox Pop-Up Lubricant, which is used to prevent sprinkler heads from sticking.
“When we released it on the market last summer we did very well with it,” Mr Bogue said.
“We hope to sell 100,000 cans next summer and we expect that it will come in our top four [in sales in the future].”
He said the product had just been presented to Coles and Woolworths on the east coast, with Total Eden the main distributor in Western Australia.
The company has 29 agents distributing its products throughout the country, a far cry from its start-up days when it only had five agents distributing throughout WA and South Australia.
“The important thing in setting up the business was to get the right agents on board who could go out and market your products to a niche sector and at the same time up sell your product in the market place,” Mr Bogue said.
The company’s top selling products include Zenox Cold Galvanising Zinc Rich Spray, Zenox White Spray Grease with Teflon and Zenox Electrical Contact Cleaner.
Some products are sold in bulk in 20 litres, 205 litres and 1,000 litres to cater for larger projects.
Zenox Industries also distributes to suppliers in New Zealand and South Africa, with Dubai a possible future market, according to Mr Bogue. Zenox is also currently looking at a strategic alliance with another company, he said.
