February, 2008
Present
Perception of Southern Italian Brandsin living industry
Report from interviews to Importers, Architects and Journalistfrom Eastern European Countries, after their Business Tour in Puglia
visiting the main living Southern Italian brandsOrganized by ICE
Participants ICE Business Tour, Bari February 12 – 13, 2008
Importers53%
Journalists27%
Architects20%
Participants
Towns Importers Journalist Architects
Moscow 3 1
Bratislava 1 2
Budapest 2 1
Praga 1 1
Kiev 1
Bucarest 1
Sofia 1
Average size of customer flats
< 70 sm 7%
70 - 100 sm 33%
> 100 sm 60%
Perception of Italian Living Brands
1,0 1,2 1,4 1,6 1,8 2,0 2,42,2 2,6 2,8 3,0
ClientsDealers
Dealers after visit
Clients
Dealers after visit
DealersDealers after visit
Quality
Pricing
AdvertisingClientsDealers
Dealers after visit
DesingClientsDealers
Dealers after visit
ImageClients
DealersDealers after visit
ShowroomClientsDealers
Dealers after visit
Management
Perception of:
Made in ItalyMade in Italy
Experts CustomersDo not know
0 2 4 6 8 10 12 14 16
Germany
China
Spain
UK
Poland
Denmark
Bulgaria
Slovenia
Finland
Austria
0 2 4 6 8 10 12 14 16
Germany
China
Spain
UK
Poland
Denmark
Bulgaria
Slovenia
Finland
Austria
Made In Italy Countries perceived Competitors
Competition on PricingPricing
Competition on Quality
which which Identity ?Identity ?
Visitors Comments
• By Questionnaires• By interview in foreign Countries• By Questionnaires• By interview in foreign Countries
• Customers buy by architects: - Customers are unaware of where to buy
- People know the style that they are looking for - they then ask to architects to choose the right solutions - Spending power people are looking for top Brands
Buying process
Key People and Organizations• Architects
- research on internet, - they attend exhibitions abroad,
- view magazines; - are member of National Architect Associations
Visitors Comments
Key People and Organizations
• Academy of Art and Design
- they already have relations with FRANCE- Students wish to learn and go abroad
Countries and Firms BRAND• Firms Brand is perceived stronger than Country Brand
- China: Firms are improving numerously in terms of quality- Germany: best quality, however new ideas are found
only in Italy and Spain - Italy: Northern brand are well known;
Southern firms are unknown
Visitors Comments
VISITORS Comments
I was surprised at seeing in details and in practice the manufacturing process and the ways of leather processing.
I was amazed at the creativity and high quality of the local upholstered furniture.
…and I´m architect, I need to see production and research
I think that architects need different information than dealers
… as a designing architect I became acquainted with latest trends in production;
as a Vice-President of the Union of Architects in Bulgaria I spread information and shared my impressions in
professional press
““
Peter Drucker
“ Results are obtained by seizing opportunities,
not solving problems”
Topic
Contacts:
Francesco D’Aprile
Partner
Tel.: +39 080 5648544Mobile: +39 347 4080398
Mail: [email protected]: http://www.pedconsulting.it