cs in primo piano Vogliamo far diventare i nostri clienti veri fans!». Attraverso quali politiche di marketing, di prodotto e distributive intendete approcciarlo? «Sicuramente dobbiamo investire in comunicazione per aumentare la nostra visibilità in Italia. In più punteremo sulle innovazioni fondamentali dei nostri core-segments, ad esempio sul Cromargan Protect ® : le posate realizzate in Cromargan Protect ® sono estremamente resistenti ai graffi. La superficie lucida rimane lucida, quella satinata rimane satinata: una brillante innovazione con brevetto internazionale. Inoltre punteremo sulla tecnologia Cool+ ® applicata ai manici delle pentole e brevettata su scala mondiale. Riduce la trasmissione di calore dalla pentola ai manici superando gli standard della normativa DIN EN 12983-1. Last but not least, a raggiungere i nostri obiettivi ci aiuteranno i numerosi nuovi prodotti che lanciamo ogni anno e la nostra ampia gamma, che soddisfa qualsiasi desiderio in cucina, dalla preparazione al cucinare, servire, mangiare, bere e conservare». Una conferma di come la macchina tedesca funzioni nel mondo arriva anche dalle parole di Agathe Dembski, sales manager di Wüsthof. “Pensando alla generale situazione del mercato nel 2012, possiamo sicuramente dirci soddisfatti dei risultati ottenuti e dell’andamento delle vendite in generale: alcuni paesi hanno migliorato le loro performance altri sono rimaste stabili. Per quanto riguarda l’Italia, in particolare, Walter Bongiorni, CEO of Villeroy&Boch Italia, acknowledged 2012 has been a difficult year. However being a multinational company helps, as bad performance on a market can be offset by better results in another. Europe was reconfirmed as a reference market, a very diverse one, but on the whole more reliable than others. A recovery of the North-American market had a positive impact. What is the market situation in Italy? ‘There was an improvement in the second half of the year, as in the rest of Europe, which showed clearly during the Macef trade show. Thanks to that, we will close with a profit (which means, in a year like this, not losing ground and catching up as much as possible on the inflation rate). Of course, the actual performance of Christmas sales will be crucial. I believe that, if <strong>24</strong> CASASTILE WÜSTHOF CULINAR you have the right product at the right moment, you’ll be rewarded by the market. Our Mariefleur decoration pattern, launched this year, has been a global success: the idea came from the new design teams we established three years ago, each with focus on a different subject, with the aim of coming up with innovative concepts in line with consumers’ trends and expectations. We expect our teams to replicate this success. We are confident in our next projects, Lina and Cooking Elements’. What is in the pipeline for the near future? ‘In 2013 we will work on products, of course, but that is not enough. In a moment like this, you need to do research and implement wider projects, such as identifying and supporting the distribution channels that are most likely to prove successful’. In the last few years you have implemented promotional activities to increase store traffic. Are you planning to continue? ‘Yes. Promotional activities are effective as long as they are correctly channelled and targeted, as part of a wider set of in-store activities and programs, including display strategies and shop windows. Price is not the only purchase driver; the opportunity of buying a valuable designer product with a high perceived value and a favourable price is more important’. What do you see coming in the next few months? ‘For the first time in the last 3 years, I want to be optimistic. I think we will soon experience a turnaround. That will happen only for a few selected companies and stores that were able to maintain their competitivity’.
Summer Scoop: Piacevoli ricordi di cremosi gelati alla fragola fatti in casa in una calda giornata d’estate. Una pallina o due? Maison & Objet: Hall 5A Stand K38 Macef: Hall 5 Stand N22 Spring Fair Birmingham: Hall 5 Stand 5A10 – B11 Ambiente: Hall 9.1 Stand C74 +44 (0)1173 161 200 | sales@yankeecandle.co.uk | www.yankeecandle.co.uk
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