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Interview with Roberto Mancini, Sales Director, Fedrigoni  Fedrigoni is one of the very first European paper manufacturers specialised in the production, transformation and distribution of high quality special papers. This Italian-based company operating in over 80 countries offers its clients papers ideally suited to their daily or one-off needs. What actions do you implement in France to gain market share? Up until now, Fedrigoni France's sales teams used fairly traditional prospection techniques with the support of our Marketing teams in Milan. The results were acceptable, but not extraordinary. We therefore chose to call on the expertise of Quatre Vents to boost our development in France by calling on the major news announcers, communication and marketing agencies, and printers. The firm's B2B method attracted us. It was simple, non-aggressive and relied on the recurrence and relevance of its messages. In barely a few months, we started to notice a tangible change in the number of bids for tender we received. How were you able to bring about these changes so quickly? 
First, we worked with the Quatre Vents teams to define the best positioning for
the Fedrigoni brand in France. Together, we carefully examined the competition
and the results of actions we had implemented in recent years. This helped us
define a new territory for communication, slightly different from that
encouraged by the Corporate in Italy, and to construct messages that would
reassure our clients on the company's sustainability. After all, we are not well-known
in France, despite the fact that we manufacture over 400,000 tonnes of paper per
year, generate 500 million euros in turnover, employ some 2,000 individuals,
operate in over 80 countries, and have over 500 major clients worldwide! Our
success must be visible to reassure our French clients who need to know they
have solid partners for their publishing plans. How is all of this implemented? It is being implemented gradually, no stress, yet the results can already be seen! We have a new presentation brochure, and will soon launch an advertising campaign in leading media. We are organising community events and setting up and managing prospect/client databases. Quatre Vents supports and manages all the operating aspects. Monthly steering committees keep us informed on the progress on the various actions, and let us analyse their performance and anticipate. It is really nice to be able to concentrate on our sales relationships with clients and prospects, rather than being disturbed with other aspects... |
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