PDF, 13.8Mb - Dayco

MarketingStrategyas a mission:offering the bestBeing the largest of theflexible transmission sectorhas never been Dayco’s finalgoal, but to be the best witha driving force to achieve an increasingpresence and incisiveness on themarketplace is our target. The marketingstrategies have shown that the road tosuccess is to do more than just supplyingspare parts.“Our objectives - Bruno Vallillo, EuropeMarketing Director explains – havealways been to supply the productunderstood as a system. The latesttechnological evolution in the automotivesector proved us right”. Complex cars,high performance engines, reducedemissions and consumption as well asincreased reliability.For Dayco, supplying the maximumquality level both in terms ofproduct and interms of system, isstill not enough for us to feel thatthe company’s duties andmission have beenachieved. A furtherdecisive stepforward isto supply all the information required toguarantee that the product is installedand maintained correctly.“Car repair shops - Vallillo continues –had to adapt, with new tools, withimprovements of their skills, andconsequently we have worked andprepared ourselves to anticipate themarket requirements”.THE OBJECTIVE:NEVER BEING SATISFIEDOur achievements until now, through thespecial care, first of the product then ofthe system and the information, provethat Dayco is going in the right direction.What new objective could it have today?Definitely increasing information,definitely extending the catalogue tocover ranges of less popularvehicles and optimising thelogistic service through ourdistribution network. “Thisyear, we have madec o n s i d e r a b l einvestments – Vallillocomments – about amonth and a half agowe inaugurated ournew logistic base inGermany, but this is onlya first step. The objectiveis to take our product asclose to the market as possible,to be reactive, to allow ourdistribution network to have what itneeds as quickly as possible, becausewe know that the mechanic needs thespare parts and we must supply them inthe most rapid and efficient manner.”AN OBSESSION:INFORMATIONDayco has invested and will keep oninvesting a lot in order provide the carrepair shops and the whole distributionnetwork with a high-leveltraining/information system based onspecialised courses, technicalinformation, leaflets, and focusing on theweb, through the creation of a dedicatedarea on the site www.dayco.com,designed for mechanics, with anevocative name: “Virtual Garage”. Anarea where the Group can communicatemore efficiently to the end-user, themechanic, who needs to receiveinformation punctually and quickly.“If a repair shop is independent - Vallillostresses - very often it does not havecomplete information as the informationis frequently transmitted throughauthorised assistance networks. Wemust not forget, however, thatindependent repair shops are the largestpart of the car repair sector”.Professionals who are often ignored bythe major suppliers and who must findby themselves documentation onproducts and techniques that changefrom one week to the next are a virginmarket to be conquered. Something to4 POWER WORLD