“We have defined the market space,” notes Varughese, whose efforts are supported by more than two dozen sales people nationwide. “Superior’s strength is in support and customer service, including extensive press trials,” he adds. “Our products have shown substantial benefits to customers -- and at competitive price points.”
The Superior Ink sales force is talking to customers and prospects and making flexo recommendations depending on their needs. “Some people are looking to expand or enhance their flexo business, while others may be experiencing problems with their current supplier,” Varughese says. Superior not only is targeting its existing customer base of offset printers who have flexo presses that print surface or lamination but also primary label printers, according to Varughese. It already has existing customers in the Northeast and is expanding, he reports.
“We are also working on UV [ultraviolet] coatings,” Varughese says, adding that the firm’s sales strategy when going after new customers is to take advantage of the consolidation within the industry. “Due to acquisitions, there are a lot of large, multi-ink platform suppliers now with thinner sales and technical presence,” he explains. “We offer services such as press-side assistance, color matching, and timely ink delivery that customers truly value and appreciate.”