What is Sales and Marketing Strategy of Tomra Systems Company?

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What is the Sales and Marketing Strategy of Tomra Systems?

Tomra Systems has evolved its sales and marketing to champion the circular economy. Their 2024 launch of the R2 multi-feed RVM and RollPac backroom solution, plus expansion into Austria and Romania, highlights this shift. These moves showcase a commitment to innovation and global reach.

Founded in 1972, Tomra began by selling reverse vending machines in Scandinavia. Today, with approximately 113,700 installations in over 100 markets and EUR 1,348 million in revenue in 2024, their global presence and financial growth reflect a significant strategic adaptation.

Tomra's strategy focuses on driving adoption of its sensor-based solutions for resource productivity. This involves direct sales, strategic partnerships, and extensive market development, particularly in emerging deposit return markets. Their marketing emphasizes the environmental and economic benefits of their technology, positioning them as a key enabler of the circular economy. The introduction of innovative products like the R2 multi-feed RVM, which streamlines container collection, is a core part of their sales approach. This aligns with their broader efforts in markets like Austria and Romania, as detailed in the Tomra Systems PESTEL Analysis, demonstrating a clear path to market leadership through technological advancement and market expansion.

Tomra Systems utilizes a diverse sales channel strategy, primarily relying on direct sales teams, an extensive distributor network, and key strategic partnerships. This approach allows them to effectively reach customers across various sectors, including recycling, mining, and food processing, ensuring broad market penetration and tailored customer engagement.

Direct Sales and Service Model

The company's Collection division, a leader in reverse vending solutions, heavily employs a direct 'sale and service' model, which accounts for 65% of its segment revenue. This direct engagement is crucial for managing the complex service infrastructure required for their reverse vending machines (RVMs), especially with large retail chains.

Throughput and Partnership Models

A 'throughput' model, representing 20% of segment revenue, is also utilized, particularly with major grocery operators. This model complements the direct sales approach by focusing on the ongoing operational performance and utilization of their solutions.

Geographic Expansion and Legislative Drivers

Tomra's sales strategy is significantly influenced by legislative changes, such as the implementation of new deposit return systems (DRS) across Europe. The company is actively supporting rollouts in Austria (January 2025), Poland (expected October 2025), and Portugal (expected 2026), which are expected to drive substantial equipment sales and service contracts.

Strategic Acquisitions and Agreements

Strategic partnerships and acquisitions are key components of Tomra's growth. Long-term recycling feedstock supply agreements with companies like OMV and Borealis, signed in 2024, ensure consistent raw material supply. Furthermore, the acquisition of an 80% stake in c-trace GmbH enhances their digital waste management solutions, broadening their integrated offerings.

Channel Partner Strategy and Market Penetration

Tomra Systems' go-to-market strategy emphasizes a robust channel partner strategy to achieve market penetration. Their approach to customer acquisition is deeply integrated with their understanding of evolving market needs and regulatory landscapes, as detailed in the Marketing Strategy of Tomra Systems.

• Direct sales teams for core markets and large accounts.
• Distributor networks for broader geographic reach.
• Strategic partnerships for specialized solutions and feedstock supply.
• Acquisitions to enhance digital capabilities and market position.
• Focus on legislative drivers like deposit return systems to create demand.

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Tomra Systems employs a sophisticated marketing strategy, heavily leaning on digital channels to build brand awareness and generate leads for its sensor-based solutions. The company's approach focuses on establishing thought leadership and showcasing its expertise in resource optimization and circular economy principles.

Content Marketing Leadership

Tomra Systems utilizes content marketing extensively, publishing in-depth white papers and reports. These often focus on critical industry topics such as advanced sorting technologies and the advancement of plastic circularity in Europe.

Digital Engagement and SEO

The company likely employs search engine optimization (SEO) and paid advertising to reach industry professionals. This targets searches related to resource optimization, waste management, and food processing solutions, driving traffic to their offerings.

Investor Relations and Transparency

Tomra maintains a strong presence on its investor relations platforms, regularly updating stakeholders with financial results and strategic developments. This includes publishing their Annual Report, such as the Annual Report 2024 released in March 2025, and quarterly updates like the Q1 2025 results released in May 2025.

Data-Driven Optimization

A core element of their marketing is the emphasis on data-driven solutions like TOMRA Insight. This cloud-based platform aids in optimizing sorting processes, and their investment in AI-based waste flow monitoring start-ups further highlights this focus.

Sustainability and Innovation Messaging

Tomra's marketing mix prominently features its commitment to sustainability and the circular economy. This aligns their brand message with significant global environmental drivers, resonating with a conscious market.

Leveraging AI in Marketing

The integration of deep learning and AI into their sorting technologies, such as the GAINnext™ system, is a key marketing point. This showcases their pioneering role in AI-powered recycling transformations, appealing to technologically forward-thinking clients.

Tomra Systems' marketing tactics are deeply intertwined with its innovation and commitment to sustainability, forming a core part of its brand positioning strategy. The company effectively uses its technological advancements, like the integration of deep learning and AI into sorting technologies, to highlight its leadership in the industry. This approach not only attracts potential clients seeking advanced solutions but also reinforces its mission, vision, and core values. Their B2B sales process is supported by a robust digital marketing initiative that emphasizes thought leadership through content such as white papers on plastic circularity and textile recycling, as seen in their 2024 publications. Furthermore, their investor relations activities, including the release of the Annual Report 2024 and quarterly financial results, provide transparency and build confidence among financial stakeholders, which indirectly supports their market penetration tactics by showcasing financial stability and growth potential. The company's focus on data-driven optimization through platforms like TOMRA Insight and its investment in AI-based waste monitoring start-ups demonstrate a forward-thinking approach that is central to its sales and marketing strategy, aiming to provide tangible value and efficiency gains to its customers.

Key Marketing Tactics Employed

Tomra Systems utilizes a multi-faceted marketing approach to reach its target audience and drive business growth.

• Content Marketing: Publishing white papers and reports on industry trends and solutions to establish thought leadership.
• Digital Marketing: Employing SEO, paid advertising, and social media to increase online visibility and lead generation.
• Investor Relations: Maintaining transparent communication through annual reports and quarterly updates to build trust with financial stakeholders.
• Data-Driven Solutions: Marketing platforms like TOMRA Insight that offer operational optimization and valuable data insights.
• Sustainability Focus: Aligning brand messaging with environmental drivers and the circular economy to appeal to conscious consumers and businesses.
• Innovation Showcase: Highlighting the use of AI and deep learning in their sorting technologies to demonstrate technological advancement.

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Brand positioning is central to how the company communicates its value proposition as a global leader in sensor-based solutions for optimal resource productivity.

Pioneering Resource Productivity

The company positions itself as a driver of the circular economy, emphasizing its role in creating a world without waste through innovative technology.

Innovation and Sustainability Focus

Its brand identity is built on a foundation of technological advancement and a deep commitment to environmental stewardship, setting it apart from competitors.

Addressing Global Challenges

The company appeals to industries by offering tangible solutions to critical global issues such as resource scarcity and climate change.

Tangible Environmental Impact

Technologies like reverse vending machines and advanced sorting systems directly contribute to reducing environmental footprints and enhancing resource utilization.

This strong alignment with sustainability goals significantly influences brand perception and customer attraction, especially as businesses increasingly commit to net-zero and science-based targets. The company's brand consistency is evident across its diverse divisions, including Collection, Recycling, Food, and Horizon, and is reinforced through all customer touchpoints, from investor relations to product launches and industry events. For example, the Annual Report 2024 highlights consistent profitable growth, with an average annual revenue growth of 9% over the past decade, and a strategic aim to accelerate this to 15% annually towards 2030, underscoring its market leadership and financial stability. The company also proactively adapts to evolving regulatory environments, such as the EU's Packaging and Packaging Waste Regulation (PPWR), by continuously innovating its solutions to meet new targets for recycled content, demonstrating its agility and forward-thinking approach to market dynamics. Understanding the Target Market of Tomra Systems is crucial to appreciating its strategic brand positioning.

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Tomra Systems' sales and marketing strategy is characterized by campaigns that emphasize technological innovation and a commitment to a circular economy. These efforts highlight their advanced sorting solutions and their role in driving sustainable practices across various industries.

Deposit Return Scheme (DRS) Rollouts

A significant ongoing initiative involves supporting and preparing for new deposit return schemes across Europe. This includes active involvement in the rollout of DRS in Austria (launched January 2025) and Romania (launched November 2023), with anticipated launches in Poland (October 2025) and Portugal (2026). These efforts showcase the capabilities of their Collection division and its market leadership.

AI and Deep Learning Integration

Another key campaign theme centers on integrating Artificial Intelligence (AI) and deep learning into their sorting solutions. The 'Transforming Resource Recovery' theme at IFAT 2024 demonstrated technologies like the INNOSORT™ FLAKE solution and the GAINnext™ application for separating food-grade from non-food-grade plastics.

Industry Collaborations and Sustainability Initiatives

While traditional celebrity endorsements are not a focus, collaborations with industry bodies and participation in key sustainability initiatives bolster credibility. Tomra's role as Business Champion for the Global Circularity Protocol for Business (GCP) and their Science-Based Targets approval in 2024 align their brand with global net-zero emissions efforts.

Focus on Efficiency and Purity

These AI-driven initiatives aim to highlight efficiency gains and increased material purity for customers. This directly enhances their value proposition by improving resource recovery rates and reducing contamination in recycling processes.

The Tomra Systems sales strategy effectively leverages these campaigns to demonstrate their technological prowess and commitment to sustainability, reinforcing their market position. Their approach to market penetration tactics involves showcasing how their innovative solutions, such as advanced sorting technologies, directly address the growing global demand for efficient resource management and a circular economy. This aligns with their overall business model, which focuses on providing high-performance equipment and services that enable customers to achieve better recycling outcomes and economic benefits. Understanding the Competitors Landscape of Tomra Systems is crucial to appreciating their unique market positioning and the effectiveness of their go-to-market strategy.

DRS Market Penetration

Active participation in new DRS rollouts across Europe, including Austria, Romania, Poland, and Portugal, demonstrates market leadership and expansion.

AI in Sorting Technology

Showcasing AI and deep learning solutions like GAINnext™ at industry events highlights advancements in material separation and purity.

Sustainability Advocacy

Endorsements from sustainability initiatives and approved science-based targets reinforce brand credibility and commitment to environmental goals.

Value Proposition Enhancement

Focus on improving efficiency and purity in recycling processes directly translates to enhanced value for customers.

B2B Sales Process Focus

The B2B sales process emphasizes demonstrating tangible benefits and ROI through advanced technology and market expertise.

Innovation Marketing

Marketing efforts consistently highlight pioneering roles in AI-powered recycling and resource recovery, driving customer acquisition.

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