What is Sales and Marketing Strategy of Tomra Systems Company?

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What drives TOMRA Systems' market approach?

TOMRA Systems ASA has consistently reshaped waste management and resource optimization through innovative product launches and a strong brand. Advanced technologies like the TOMRA R2 multi-feed machine and the GAINnext™ AI ecosystem enhance recycling and food sorting efficiency.

These innovations highlight the crucial role of TOMRA's sales and marketing strategy in its sustained growth and industry leadership.

TOMRA Systems' strategy centers on innovation and customer-centric solutions. The company's marketing efforts emphasize the tangible benefits of its sensor-based sorting technologies, such as increased yield, reduced waste, and improved sustainability. By showcasing real-world applications and quantifiable results, TOMRA builds credibility and demonstrates the value proposition of its offerings to a diverse client base across recycling, mining, and food sectors. This approach is supported by a global sales network and strategic partnerships that ensure widespread market penetration and customer support.

The company's commitment to research and development is a cornerstone of its market strategy. In 2024, TOMRA invested significantly in advancing its AI capabilities and introducing new hardware solutions. This focus on innovation allows TOMRA to stay ahead of market trends and regulatory changes, offering cutting-edge products that meet evolving customer needs. For instance, the expansion of its GAINnext™ AI ecosystem in late 2024 and early 2025 aims to provide even more sophisticated data analysis and operational insights for its clients, further solidifying its position as a technology leader. This continuous improvement cycle is crucial for maintaining its competitive edge and driving future growth, as seen in its revenue increase of 4.6% to EUR 1,348 million in 2024.

TOMRA's brand positioning is built on reliability, innovation, and a commitment to a circular economy. The company actively engages in industry events, publishes case studies, and leverages digital marketing channels to communicate its expertise and vision. By highlighting its role in enabling resource efficiency and sustainability, TOMRA appeals to environmentally conscious businesses and governments. This strategic brand building, coupled with a strong product portfolio, including solutions that can be analyzed through a Tomra Systems BCG Matrix, underpins its market success and financial performance, with revenues reaching €306 million in Q1 2025.

Tomra Systems ASA employs a multi-faceted sales approach, primarily leveraging a direct sales force supported by a network of distributors and strategic alliances. This strategy is tailored to its distinct business segments: Collection Solutions, Recycling Mining, and Food Solutions, reflecting a comprehensive Tomra business strategy.

Direct Sales and Service Model

For its Collection segment, a significant revenue driver, Tomra's extensive scale and geographic presence allow for direct engagement with major grocery chains. This direct sales and service model, which accounts for approximately 65% of the segment's revenue, provides a substantial Tomra competitive advantage.

Distribution and Partnerships

Beyond direct sales, Tomra utilizes a network of distributors and cultivates strategic partnerships to broaden its market reach. These collaborations are crucial for expanding into new territories and specialized market niches, forming a key part of the Tomra go-to-market strategy.

Segment-Specific Sales Structures

The sales operations are distinctly structured across Tomra's three core divisions. This segmentation allows for specialized sales teams and tailored approaches to meet the unique demands of the collection, recycling, and food processing industries.

Adapting to Market Dynamics

Tomra's sales channels have evolved in response to regulatory shifts and market opportunities, such as the expansion of deposit return systems (DRS) across Europe. This adaptability is central to its sustained growth and market penetration.

Market Expansion and Revenue Growth

Tomra's sales strategy is significantly influenced by new market entries and the expansion of existing systems, such as deposit return schemes. Recent performance figures highlight this dynamic, with Q4 2024 seeing Collection revenues grow 2% to 203 MEUR and Recycling revenues surge by 37% to 103 MEUR. The Food division also showed strong growth, with revenues up 13% to 91 MEUR in the same quarter.

• New deposit return systems (DRS) in markets like Poland (estimated 10,000 machine opportunity) and Greece (estimated 1,000) are projected to drive future sales in 2025.
• Further expansion is anticipated in Portugal and Spain in 2026, with an estimated 12,000 machine opportunity in Spain alone, followed by the UK in 2027 with an estimated 17,000 machine opportunity.
• The Food division demonstrated robust performance in Q1 2025, with revenues increasing 16% to 70 MEUR, indicating successful Tomra customer acquisition strategies in this sector.
• Strategic collaborations, such as the one with REDWAVE in November 2024 for sorting systems utilizing XRF and XRT technology, contribute to market share growth and reinforce the Tomra sales strategy.
• Understanding the Growth Strategy of Tomra Systems provides context for how these sales channels are developed and leveraged.

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Tomra Systems ASA utilizes a comprehensive marketing strategy that blends digital and traditional methods to enhance brand visibility, generate leads, and boost sales across its varied business segments. The company places a strong emphasis on content marketing, as demonstrated by its detailed investor relations, annual, and sustainability reports that highlight technological advancements and environmental contributions.

Content Marketing Focus

Tomra Systems ASA prioritizes content marketing, evident in its detailed investor relations, annual, and sustainability reports. These publications showcase technological progress and environmental impact.

Digital Engagement

The company actively uses social media, particularly LinkedIn, to promote sustainability initiatives, technological innovations, and corporate social responsibility efforts.

Industry Events

Participation in industry events, such as its Capital Markets Day, serves as a vital traditional marketing channel for communicating strategic developments and financial objectives to stakeholders.

AI Ecosystem Marketing

The expansion of its GAINnext™ deep-learning AI ecosystem, launched in Q1 2025, underscores a commitment to data-driven marketing, emphasizing efficiency and recycling targets.

Sustainability Messaging

Tomra's marketing heavily features its sustainability mission, aligning with global trends like climate change and resource scarcity, positioning the company as a key player in the circular economy.

Product Innovation

Innovations like the TOMRA R2 are marketed with a strong focus on sustainability, highlighting reduced material usage, lower power consumption, and minimized transportation impact as key selling points.

The Tomra sales strategy is intrinsically linked to its marketing efforts, focusing on demonstrating the value proposition of its advanced sorting technologies. The company's approach to customer acquisition involves showcasing how its solutions contribute to resource optimization and meet stringent recycling standards, a key element in its go-to-market strategy. Understanding the broader competitive landscape of Tomra Systems is crucial for appreciating its market positioning.

Key Marketing Tactics

Tomra's marketing tactics are designed to communicate its leadership in resource productivity and its role in advancing the circular economy. The company leverages its technological innovations as a core part of its brand positioning in the recycling industry.

• Content marketing through detailed reports on technology and sustainability.
• Social media engagement, particularly on LinkedIn, for corporate responsibility and innovation updates.
• Participation in industry events to share strategic and financial ambitions.
• Highlighting product innovations like the TOMRA R2 with a focus on environmental benefits.
• Emphasizing the efficiency and performance of its AI-driven sorting solutions.
• Advocacy for policy changes, such as the Global Plastics Treaty, to shape market demand.

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Brand positioning for TOMRA Systems ASA is firmly rooted in its identity as an innovator and leader in resource productivity, with a strong emphasis on sustainability. The company's overarching message, 'Leading the Resource Revolution' and enabling 'a world without waste,' clearly articulates its mission to reshape how the world utilizes and reuses its resources, fostering a circular economy.

Innovation and Sustainability Focus

TOMRA differentiates itself through a commitment to innovation and sustainability, appealing to a market increasingly concerned with environmental impact. This dual focus is central to its unique selling proposition.

Core Mission and Vision

The company's mission to lead the resource revolution and create a world without waste is consistently communicated across all platforms. This vision drives its strategic direction and market perception.

Visual Identity and Tone

TOMRA employs a professional and forward-thinking visual identity and tone of voice. This approach underscores its dedication to environmental stewardship and technological advancement.

Pioneering Technologies

The brand's appeal is significantly enhanced by its pioneering reverse vending technology and advanced sensor-based sorting solutions. These innovations are key to its competitive advantage.

TOMRA's brand consistency is evident across its various communication channels, including its corporate website, annual reports, industry events, and social media presence. This unified approach reinforces its brand message and values. The company's commitment to ambitious climate targets, such as aiming for net-zero greenhouse gas emissions across its entire value chain by 2050, and its validated Science Based Targets (SBTi) further solidify its standing as an impact leader. In 2024, TOMRA achieved a DitchCarbon score of 68, placing it in the top 1% of its industry peers for carbon action and emission reduction efforts. This strong performance reflects its proactive response to evolving consumer sentiment and competitive pressures, supported by continuous investment in research and development, exemplified by the launch of its GAINnext™ AI technology, and its advocacy for policies that promote circular economy principles. Understanding how TOMRA Systems approaches sales and marketing is crucial to grasping its overall business strategy.

Commitment to Climate Targets

TOMRA has set ambitious climate targets, aiming for net-zero greenhouse gas emissions by 2050 across its value chain. This commitment is a cornerstone of its brand identity.

Industry Recognition for Carbon Action

The company's DitchCarbon score of 68 in 2024 highlights its strong performance in carbon reduction, outperforming 99% of industry peers. This metric underscores its leadership in sustainability.

Investment in R&D

Continuous investment in research and development, such as the GAINnext™ AI technology, ensures TOMRA remains at the forefront of innovation. This fuels its competitive advantage.

Advocacy for Circular Economy

TOMRA actively advocates for policy changes that support circular economy principles. This proactive stance reinforces its brand positioning and market influence.

Brand Consistency Across Channels

Maintaining brand consistency across its corporate website, reports, events, and social media ensures a unified message. This approach strengthens its overall brand perception.

Addressing Market Shifts

The company effectively responds to market shifts and competitive threats through ongoing innovation and strategic communication. This adaptability is key to its sustained success.

Key Elements of TOMRA's Brand Positioning

TOMRA's brand positioning is built on several key pillars that differentiate it in the market:

• Core Message: 'Leading the Resource Revolution' and enabling 'a world without waste.'
• Technological Leadership: Pioneering reverse vending and sensor-based sorting solutions.
• Sustainability Commitment: Ambitious climate targets and validated Science Based Targets (SBTi).
• Environmental and Economic Value: Creating both ecological and financial benefits for stakeholders.
• Brand Perception: Strong recognition for carbon action, as indicated by its high DitchCarbon score.
• Adaptability: Continuous investment in R&D and policy advocacy to address market dynamics.

Exploring the Brief History of Tomra Systems provides further context on how these elements have been cultivated over time, contributing to its current market standing and informing its sales and marketing strategy.

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Tomra Systems ASA consistently launches campaigns and initiatives that underscore its commitment to innovation and sustainability, driving both brand visibility and growth. A significant recent focus has been on technological advancements and advocacy for circular economy policies.

GAINSnext™ AI Ecosystem Launch

This campaign centers around the launch and expansion of the GAINnext™ AI ecosystem, which was officially launched in Q1 2025 after an expansion in October 2024. Its objective is to revolutionize wood recycling by tackling complex sorting challenges and achieving unprecedented efficiency levels.

TOMRA R2 Multi-Feed Machine Introduction

The campaign for the TOMRA R2 multi-feed machine, introduced in 2024, aimed to enhance user experience and operational efficiency for reverse vending machines while reducing their environmental impact. The creative concept focused on sustainable product design, as detailed in a YouTube video released in April 2025.

Circular Economy Policy Advocacy

TOMRA has engaged in significant advocacy for circular economy initiatives in European policy, notably through its involvement in the Business Coalition for a Global Plastics Treaty in May and July 2025. The objective is to influence policymakers to prioritize circular economy projects and adopt clear, enforceable global rules.

Food Division Restructuring Program

The restructuring program within its Food division in 2024 served as a critical internal campaign with significant external impact, aiming to improve profitability and operational efficiency. This resulted in €30 million in cost savings and a record strong first-quarter EBITA for the division in 2025.

Technological Advancement Focus

Campaigns highlight technological advancements, such as the GAINnext™ AI ecosystem, to showcase enhanced sorting efficiency and environmental benefits in recycling.

Sustainable Product Design

The introduction of the TOMRA R2 machine emphasizes sustainable product design, focusing on reduced material use, increased recycled content, and energy efficiency.

Policy Influence and Advocacy

Engagement in policy advocacy, like the Business Coalition for a Global Plastics Treaty, aims to shape regulations supporting a circular economy and boost the company's industry leadership.

Internal Efficiency Drives External Success

Internal restructuring programs, like the one in the Food division, are presented as key initiatives that lead to significant cost savings and improved financial performance, demonstrating effective business strategy.

Digital Channel Utilization

Digital channels, including video content and product pages, are leveraged to communicate the benefits of new products and sustainable practices, supporting the Tomra marketing strategy.

Focus on Recycling Targets

Campaigns are designed to support the achievement of ambitious recycling targets, such as those set by the European PPWR, by showcasing how advanced sorting technologies contribute to these goals.

These campaigns collectively illustrate Tomra's integrated approach to sales and marketing, focusing on innovation, sustainability, and policy influence to drive its business strategy and reinforce its competitive advantage in the recycling and food sorting industries. Understanding Revenue Streams & Business Model of Tomra Systems provides further context to these marketing efforts.

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