Orbotech Case Study

STRategy

Using the agency’s Engineering Markets™ Methodology, Rainier worked with Orbotech to refine the company’s messaging to impress upon OEM product designers that production innovation is a key enabler for end-product success. Rainier’s program ultimately targeted a broad base of markets, application, and production technologies, including automotive, consumer, manufacturing, displays, PCBs, MEMs, flex circuits, direct imaging, automated optical inspection, and inkjet/additive printing.

Results

Widespread coverage and message penetration in top-tier electronics publications
Publications featuring Orbotech’s new messaging included Electronic Design, EDN, EE Times, EBN, Design News, Electronic Engineering Journal, Evaluation Engineering, Solid State Technology, 3D Printing Industry, Embedded
NASDAQ video interview with Orbotech CEO Asher Levy

“Whether you’re familiar with Orbotech or not (I wasn’t), the company is hugely successful. It says it’s the undisputed leader in every market it serves, with 50%, and sometimes 80%, market share. That’s what you call a dominant position. Their machines touch almost every electronic device made, often several times throughout its production. And assembly workers from Silicon Valley to Singapore are very familiar with Orbotech’s blue logo on its equipment.” – Jim Turley, Electronic Engineering Journal, “Hiding In Plain Sight,” April 6, 2016

Orbotech

Orbotech Raises Awareness of Dominant Market Position with Product Innovation Message

Challenge

STRategy

Results

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