Product category: Design Services
News Release from: ML Electronics
Edited by the Electronicstalk Editorial Team on 1 June 2005
Marketing initiative transforms ML Electronics
A marketing transformation is underway at ML Electronics, with help from Bournemouth University and funding worth approximately GBP 67,000 under the DTI's Knowledge Transfer Partnership scheme
A marketing transformation is underway at Salisbury-based ML Electronics (MLE), with the help of specialist marketing expertise from Bournemouth University and funding worth approximately GBP 67,000 under the DTI's Knowledge Transfer Partnership (KTP) scheme. The KTP scheme at MLE is part of the university's established and growing programme of support to local industry with 20 companies within the area currently taking part in similar schemes.
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The 2-year funding from the DTI has enabled MLE to recruit Alison Fraser, an international marketing management graduate, to introduce strategic marketing management into MLE.
Fraser is supported by experienced marketeers from Bournemouth University's well respected Media School, who are providing expertise in strategic marketing and reputation building.
Richard Scullion of Bournemouth University, who is involved with the KTP programme at MLE, says: 'This partnership between a successful local company, a recent marketing graduate and the resource of the university presents a real opportunity for all three parties to benefit'.
'The experience we gain will allow us to apply our shared knowledge to future situations too'.
The KTP scheme aims to capitalise on MLE's high technical skills, matching core capabilities with market opportunities to create an innovative example of successful marketing within a high-tech company.
Further reading
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ML Electronics is launching a new image to support its quest for growth and a greater presence within the medical market
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ML Electronics has won both the Dyson Award for Engineering and the Virgin Mobile Award for Best Business Culture in the Wiltshire Business of the Year Awards 2005
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The close of 2005 marked the completion of a successful year for Salisbury-based ML Electronics
Specific objectives for the scheme are to increase the undertaking of small-scale manufacturing, strengthen links with existing clients and target potential new clients; helping to generate increased turnover and to embed marketing within the company's culture.
With an expanding list of clients in the medical, industrial, HVAC, audio and general commercial markets, MLE is a small company with a growing reputation both nationally and internationally as a leading developer and manufacturer of specialist electronics.
Clients include Plasma Surgical, Ferrari, Honeywell and Texas Instruments who have all made use of the company's skill in successfully integrating their wide range of design expertise; including embedded intelligence, power supply and motor control.
Fraser is enjoying the challenge and opportunity provided to her by KTP: 'With the way the scheme is structured you are pretty much running the show from day one although the university is there to hold your hand if you feel you need it'.
'MLE's culture is very dynamic and the company is already so successful without previously having systematic marketing in place, so the potential for their growth is limitless really'.
The KTP scheme sees MLE complete an eventful and successful 12 months, in which it has expanded its client base and presence in the medical market and moved to new premises as a result of sustained growth.
The company has also brought its considerable electronics expertise to a daily global television audience of over 50 million people through their involvement in developing urban artists Greyworld's 'The Source' sculpture, which can be seen as the opening and closing of London's stock markets are broadcast.
MLE developed an innovative application of technology for the 2000 printed circuit boards that it developed and manufactured for 'The Source', commissioned by the London Stock Exchange unveiled at the opening of the new stock exchange building in July 2004 by The Queen.
A symbol of the London Stock Exchange's position at the centre of London's financial markets, The Source is a moving sculpture that constantly changes shape to reflect the dynamic nature of the stock market.
Every day The Source marks whether the markets have opened and closed up or down with an arrow and it can also create random shifting patterns, words, numbers and shapes all reflecting occurrences in the markets throughout the day.
The Source is 10 metres taller than the Angel of the North.
This is just one of the recent examples where MLE has brought its cutting edge electronics knowhow to a project and played a key role in its success.
Mike Lloyd, Managing Director, believes the new marketing skills the company is now gaining will help to attract more clients to MLE's specialist skills and help the business to grow and become more market and client focused: 'The KTP scheme will give us access to skills that we previously did not possess'.
'Taking a more proactive approach with our marketing, means that we can ensure we are targeting our capabilities at those clients who would benefit from them most'.
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