A new creative and eco-friendly market

During our reporting activity about an industrial sector, in particular the wood sector (but this observation can be applied in general) it is not usual to bump into a situation of real marketing, that means the creation of a new market, new both because it is non-existent or because different or very different from the one that characterised earlier the industrial activity of the company,subject of the report. It happens very often to hear the word “marketing” referable to the different functions but usually to activities of selling or promotion to customers, or something else but never referring to the creation of a new market :these are the limits of a word, it is a norm according to which as it is known it is true everything and the opposite of everything. If we want to be indulgent, we also strive to agree that the use and the abuse of the English word, because it sounds too much as the Italian word (“mercato”), simply explained, it has been linked to any business or public relations activity, or communication and promotional activities, as indeed it is understandable that happens. The fact remains that there is no marketing if there is no creation, or the desire to create a new market.

The words summarising the guidelines of industrial and commercial strategy of Calligaris, explain the success that this unique part of the Italian entrepreneurial fabric has achieved and maintains even in these long moments of deadlock, and in many cases of regression: «It was necessary to understand the market, introduce innovative information systems, open to direct communication with consumers, improve distribution efficiency with retailers, invest continually in communication in the Italian market and abroad, in addition to making continuous research into new products». These are courageous choices that demonstrate how great determination, which must however be based on upstream high-level quality leaked not by environmental protection and promotion of the image, not only winning, but casts the company in an even greater future success.

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