DSM launches new Keltan brand strategy.

Geleen, Netherlands - DSM Elastomers "relaunched" its Keltan brand during a news conference in Geleen to reinforce its commitment to the global EPDM markets.

The firm has started a marketing campaign called "Keltan: Nothing Compares" in an effort to differentiate its EPDM products from those of competitors.

"By understanding the needs of the end markets we serve, we aim to deliver innovations that increase productivity and consistency while driving our customers´ system costs down," said Christian Widdershoven, DSM global marketing director.

DSM Elastomers President Bob Hartmayer said DSM likely would decide within the next two years to add a greenfield EPDM facility but has thus far made no decision on any details, including a location.

DSM Elastomers is part of the Performance materials unit of DSM NV. Nico Gerardu, member of DSM's management board said the group aims to achieve 16 percent return on sales (EBITDA) in its various product groups and the performance Materials grouping has the same target. He declined to specifiy what return the Elastomers unit delivers, but said the performance had been lower in 2006 than in the previous year.

Overall, said Gerardu, DSM is seeking to remain active in businesses where it is a global leader and where there is the potential for strong growth. Although the EPDM business has been growing at around 3 to 5 percent annually ove the last few years, Hartmayer said DSM Elastomers has been growing faster than that in the last two years. DSM's overall aim is to build a stronger presence in Asia, said Gerardu.

Adapted from Rubber & Plastics News (A Crain publication)