New strategy at Oase

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One outward sign of this strategic reorientation is the new logo, which is intended to awaken associations with flowing water and convey the brand's vitality and its connection with nature.
New management structureThe company's management structure has also been changed. Birgit Kempe-Heeger is responsible for finance and controlling, while Dr Martin Höttecke heads the technology division, covering R&D and purchasing as well as the production plants. Ansgar Paul is in charge of marketing and distribution, and is also the spokesman for the Oase executive board. Oase now operates three business segments: "Water Gardens", "Fountain Technology" and "Lake Management". The "Water Gardens" segment focuses on private garden ponds and watercourses and all aspects of these. This is where to find products for moving water, water quality, pond construction, illumination, fish food and a host of accessories. "Oase Pro" and "Oase Start" are two different ranges catering for products such as pumps, filters, care products and swimming ponds. The "Oase Pro" range is intended for distribution exclusively by garden specialists offering expert advice in this sphere. With "Oase Start" the company aims to address the hitherto-neglected medium-price sector, offering the trade an alternative to the burgeoning number of B-brands operating here, which make "promises regarding performance that are often vague", according to Oase. The company is regarded as the quality leader even in this medium-price segment. In the lower-price segment, Oase continues to market standard products under the "Pontec" brand chiefly as special promotional offers. The "Fountain Technology" segment, which concentrates on large-scale installations of water effects, is to be expanded by Oase. The world's largest floating water organ on the Neva in St Petersburg, the 141 metre floating fountain in Bahrain, the so-called "Monas Musical Fountain" in Jakarta and the "Magie de l'énergie" installation at the Expo grounds in Switzerland are impressive water creations that incorporate fascinating light and music effects and are a testimony to Oase's design competence and extensive know-how in this field. As the demand for imposing water effects increases, Oase perceives highly promising growth potential. As well as prestigious major projects, the company also sees a continuing requirement for private or communal fountain systems in classic and modern configurations, in…