Often internal brands and products may compete with and even cannibalize each other. How to avoid these problems in a multibrand company explains Karina Lebedeva, the head of the Honeywell department of industrial safety in Russia and CIS.
Karina, you have been the head of the Honeywell department of industrial safety in Russia for a whole year. How can you assess this period? What was going on in the company? What challenges did you face?
For me this year has been highly productive. It’s a completely new experience. American style of handling a business is absolutely different from European or Russian ones which I had dealt with before.
The main difference in these approaches is the following: Americans don’t see any obstacles for finding solutions to different problems. All problems can be solved and all aims can be achieved. The point is to set the right priorities and allocate resources in a proper way.
Our company has achieved the aims set in 2016 and we have almost finished building our highly professional team. Honeywell has become significantly more active in the occupational safety market.
We are currently shaping a development strategy for the Russian market which will be based on the following principles: developing high-demand products and industries within our expertise, being dynamic and quick-thinking, introducing the most innovative solutions in the sphere of occupational safety.
Karina, you used to work in other Russian and European companies. What significant differences do you see in Honeywell?
I’m sure that the main advantage of working in a multinational company is the opportunity to use best practice from other businesses. Moving production abroad, for example, is of great current importance for Russia.
A crucial positive aspect of Honeywell is the approach towards its staff development. There are standards of training and development of new and old employees. There have been worked out ways of assessing staff within the framework of various events, training seminars, courses, suggestions on literature, internal and external rotations.
Another interesting point is the approach to project work. The maximum time period to make the project successful i.e. to meet its target performance indicators amounts to three years. If three years isn’t enough to make the project profitable, then you won’t be able to convince your bosses to allocate extra resources to carry on with the project.
But in marketing and sales there are no common standards. Depending on the country every unit operates on its own local standards. So, here we have much more autonomy, freedom and responsibility for taking decisions.
How can you describe the outlook for Honeywell in the Russian market of occupational security for the next year? What strategy are you planning to stick to?
The main goal for the whole team is to form a product portfolio and to optimize it. This implies selection of product lines and their full adaptation to the needs of Russian customers. These are the tasks I devote a lot of my time to. Each product group has its own development strategy.
Globally the company focuses on the development of IT and smart-technology for occupational safety. IT-platforms for determining production risks and handing out PPE and work clothes online are great solutions currently in demand all over the world. And it isn’t Honeywell’s know-how. It is a cross-industry trend increasingly gaining ground.
Popular smart-phones, TVs, refrigerators, clock, smart-houses and other smart gadgets are all well known. It is a beautiful umbrella term for multi-functional devices with a remote control via wi-fi or some software.
Smart-technology started penetrating actively the occupational safety market several years ago. It all began with “smart’ clothes and PPE. And here Honeywell is at the cutting edge.
What aims does Honeywell set for 2017 in the Russian market of occupational safety?
First, we are planning to roll out a new footwear brand “Muck-Boot” for active leisure and everyday use, and a protective footwear product line, and introduce wholesale sales. The brand is already on retail sales for active leisure, hunting and fishing. Muck-Boot also offers footwear for women and children.
Second, in terms of safety of working at height Honeywell, as an expert, is promoting PPE protecting from falling (straps, lanyards), is developing stationary anchor systems, is providing consultations on design and risk-assessment for enterprises.
Third, we find it important to focus on localization of production of Titan straps and lanyards in Russia by 2017 on a new Honeywell plant in Lipetsk.
In 2016 we launched the production of portable and stationary gas detectors. In 2017 their production will also be moved to the new plant.
Then we will continue working on the implementation of hearing protection PPE. In this field our international leadership can’t be challenged. For the development of the industry we have created and started launching VeriPRO devices. The idea behind them is to popularize the issue of hearing protection at work. Their main aim is to check the protection level and whether PPE is used properly, and to provide personnel training.
Headsets with a processor are connected to a computer, a software checks the level of noise protection while an employee is putting on his or her PPE. Thus, it becomes clear what is the real noise protection level (whether the manufacturer is trying to deceive or not), whether the size and type fit well (the shape of the ear canal is unique) and whether the plug is inserted into the ear. Such statistical information is gathered for every worker. Thus, you can check a PPE’s performance, train a worker, receive information on hearing protection in the workplace. All data are saved and ready for processing.
We will also continue perfecting our distribution policy in Russia. We appreciate our partnership and seek a long-lasting fruitful cooperation.
Of course, we will keep introducing digital technology in occupational safety. So-called “soft goods” already play an important role in our portfolio.
How do you estimate the BIOT exhibition 2016?
We were glad to see so many representatives of the real sector. It had been a while since the exhibition last enjoyed such an attention. End users kept visiting the Honeywell stand. The exhibition is one of the ways to get feedback, especially on new products, and we were happy to communicate directly with our customers.
Our stand impressed the visitors and participants of the exhibition by its structuredness and representativeness in terms of products demonstrated. That was the feedback we received from our partners and even our competitors taking part in the exhibition.
And who do you consider to be your competitors?
Believe it or not, first and foremost, ourselves. Honeywell is a big multibrand company and often internal brands may compete with and even cannibalize each other. On order to avoid this trend the company has been pursuing a policy of brand integration.
Surely, we monitor the market and the actions of our rivals. We take great interest in competition and our rivals – world PPE manufacturers, we learn, we make progress.
What new items did you put for display at the BIOT exhibition 2016?
QUIETPRO – we do take pride in our communication anti-noise ear buds. In other words these are the digital communication plugs! Attention! It is the first time such a product is on offer in Russia!
It is an innovative product providing the clearest communication and unprecedented smart hearing protection against noise exposure with the help of a fast digital processor. It was worked out for Norwegian military units by NACRE company.
The product is connected to two-way radios which means you don’t need an external microphone (although for those who are fond of traditional technology we offer it in a set as well). The reduction of the level of noise is effected by using a replaceable single-use attachment of polyurethane foam. They come in 5 different sizes. Its signal-to-noise ratio is 30 dB.
Thanks to internal microphone two-way channels right inside the bud – the quality of the sound and of communication is excellent. It reduces further exposures to hazardous noise but helps hear necessary information. Can be connected to most portable radio sets. This solution was first implemented in Europe and we recommend it for Russian oil companies.
Another important product within the framework of the production localization policy in Russia is GasAlertMicroClip XL, a portable gaz detector.
It has been manufactured in Russia since November, 2016. Fine, durable and lightweight device with an easy-to-use control system and minimum maintenance requirements for real production conditions and operation.
One of the lightest four-channel gaz-detectors on the world market demonstrates one of the quickest reacations to changes in the measured gaz concentration, it also features a shock-proof body and an IP 68 protection rating.
IntelliFlash light indicates detector has been bump tested and is monitoring the environment correctly. It can stand up to challenging conditions such as cold temperature (down to -40°С) and unfavourable weather conditions. One of the most important advantages of the device is its moderate price.
Searchpoint Optima Plus – a searchpoint infrared gas detector. Having been manufactured in Russia since 2016, it is a reliable infrared point hydrocarbon gas detector certified for use in potentially explosive atmospheres. The highest speed of response and double compensation prevents false alarm. It is well established on the Russian oil market.
Over 100 gas and vapour calibrations are available, ensures a fast speed of response (Т90 less than 4 seconds). Certified Temperature Range -60°C to + 65°C.
Searchpoint Optima Plus works independently without a controller, transfers an analog signal directly to the upper level. Searchpoint Optima Plus works in inert atmospheres and requires minimum maintenance which implies high economic efficiency throughout its useful life period.
SkyReach Anchor Device
A unique solution for production platforms with no place to install an anchor point with safety lanyards. It weighs only 25 kg which is several times lighter than other existing models.
Fall protection PPE
In 2016 we have significantly cut our prices for Titan fall protection PPE. Thanks to this fact, the well-known to the Russian customer straps and body harnesses have become even more accessible.
An economical extra-light body harness (its weight without a belt is 0,5 kg, with a belt – 1 kg) with a temperature range -50°C to +50°C has the longest useful life: 10 years from the date of manufacture. The product line of Titan lanyards and straps is manufactured on a Honeywell multiplant in Slovakia.
What would you wish your clients and partners in 2017?
I’d like to wish you health, wealth, great performance, safe and comfortable work experience! And Honeywell will help you with it!
