Chapter XI · MARKETING

It is essential in modern times that goods which are placed on the market should be as attractive as it is possible to make them, and cordage forms no exception to this rule. The acme of attraction may be said to have been reached when a sale is effected more from appearance than from any immediate want, and this is the ideal to be aimed at. No detail which will make the goods attractive or memorable should be omitted. Carelessly made-up goods are quickly noticed, and however high may be the quality of the article, an indifferent make-up creates an unfavourable impression which is difficult to remove.

Little things, insignificant in themselves, often form the nucleus of great undertakings. Mnemonic titles, trade names, distinctive labels and the like are all adopted to safeguard the interests of the maker, to guarantee his products, to spread his fame, and to keep his goods constantly in the mind’s eye of the purchaser.

Whilst no great effort is necessary to parcel up small articles in an attractive form, it seems hardly possible to deal with bulky articles with the same degree of success. Nevertheless, several of these heavy and unhandy articles are elegantly made up as is emphasized by the coils in Fig. 31. This is the usual way of making up ropes, and the size of the coil depends partly upon the length of the rope, partly upon the use to which it is to be put, and partly upon the thickness. If the ropes are to be cut up into definite lengths, the coil will be a multiple of that length; if otherwise, a common length of rope is 120 fathoms as already stated.

The smaller coils, and the better grades of larger coils, are often enclosed in paper, while the larger ones are covered with wrappers of suitable texture to ensure the arrival of the ropes in good condition at their destination. The coils themselves are securely bound as exemplified in Fig. 31 to prevent the displacement of the structure during transit or handling, and, in addition, many of these large and valuable ropes are entirely covered by a cheap rope binding.

A large quantity of ropes, cords and twines are made into hanks or “rands,” as they are termed, on a special machine. For short lengths this method of making up is very compact, very neat and very convenient for marketing.

Binder twine is first made up into standard size balls which must fit the boxes on the reaping and binding machines; afterwards they are packed in bales ready for despatch.

Other varieties of twine are made up in the same shape of balls as above, but the sizes of the balls depend upon many circumstances. Large quantities for the retail trade are made up into convenient sizes to suit the twine boxes, and again many are made to a specified weight.

It will thus be seen that a series of balling machines will be required to deal with the making up of the twine in this form. These machines make neat and attractive-looking balls, the weight of which may vary from 2 oz. to 28 lb. each.

The mechanism by means of which the yarn is built up into balls is at once elegant and ingenious, and the made-up ball is quite satisfactory if when commencing to use the twine, the end is withdrawn from the right end of the ball. A ticket with the words “pull out this end” is often attached as a guide. If the twine is drawn from the wrong end of a ball, the continual difficulty experienced in withdrawing the twine will be always remembered; on the other hand, if the twine is drawn out at the proper end, the correct running of the twine will enable the attendant to complete his parcel tying with the minimum of trouble and time, and enable him to give attention to other work in hand.

This inconvenience is obviated by a comparatively recent introduction in winding which makes an elegant cylindrical structure termed a roll. This popular and efficient mechanism is the Universal Winding Machine, the various makes of which enable rolls of from 2 oz. to 72 lb. to be made perfectly. The rolls are so attractive, compact, economical and easily handled that one would not be surprised to see a much more extended application of this useful form of package.

For shops and similar places, the smaller balls and rolls are made up in paper parcels of about 12 lb. each. The larger balls and rolls may be made up separately or in convenient numbers. Sewing threads and yarns may be made up in small balls, but a more common and neater arrangement is to make them up on reels or in rolls. Neatness, facility for use, and suitability for intended purposes are the main points to be cultivated in order to secure and retain business.