Bella Italia installs technology from Germany
Competence: Project & Planning
TECE Italy has won Mauro Odorisio, the president of the trade association ANGAISA, as an advocate for an ad campaign. The collaboration symbolises the loyalty between manufacturer and specialist trade - a union that builds on close relationships and the protection of common interests.
Fabio Tessari, CEO of TECE Italy, about the state of the Italian market and the collaboration with the association's president.
Mr Tessari, how do you view the development of the Italian market in comparison to the previous year?
The current business year has started very positively. By comparison, 2015 was unsettled and characterised by lots of changes. Our growth is in double figures compared to the same period of the previous year. Customers have also rediscovered their trust and are more inclined to invest than 2015.
What does this trace back to?
The special economic situation has given us the change to expand our market share. The market is, however, very aggressive and the competition with the market leaders is tough. We don't want to start a price war here. We market ourselves as an alternative to the classic providers. We offer German quality – that always gets a good reception.
What advantages does TECE offer wholesalers?
With TECE, wholesale has a product on offer that represents a real alternative that's worth the money. TECE also supports wholesalers with the training of their tradespeople. Even if we have easily understandable and transparent product solutions: The tradesman must really understand the product that he's using. We take our duty to train the tradesman on the product very seriously. Our philosophy is to invest in the soft factors too, to be a point of contact: Only those who know our products thoroughly can enjoy the outstanding price-performance relationship.
How did the ad campaign with Mauro Odorisio, the president of the trade association Angaisa, come about?
The idea came to me after I was asked to support the 60-year anniversary of the association Angaisa. Mauro Odorisio was open to the idea and became the speaker of our campaign, which - among other things – we wanted to use to show that we're not like all the others. We want wholesalers to build trust in TECE and to both set and pursue goals with us. Photo: Paolo Carlini Ad campaign for greater solidarity in the Italian sales channel: Mauro Odorisio, President of the Italian Trade Association Angaisa, and Fabio Tessari, CEO of TECE Italia (right), don't just work well on this image campaign.