The strategies of a made-in-Italy reality that focuses on quality and innovation to conquer the consumer and help buyers to stand out in their own markets
Specialization is a value at the basis of Falmec production. From its origins, in fact, the Italian company has focused on hoods and exhausting systems, consolidating a technological know-how that allows it to be positioned in the medium-high level of the sector. From the idea to the finished product, each project rises and grows at Vittorio Veneto, in a large site that houses offices, showrooms and factories. In a globalized economy context and of industrial relocation, it is an example of 100% made-in-ItalY.
Interview to Andrea Poser, marketing manager
Tradition and innovation: how do they live together in your mission?
To innovate means to propose useful and quality products. Our research activities have always followed this guideline. Tradition, however, means the experience accumulated over the years, which has enabled us to gain knowledge and expertise to realize quality hoods. It has therefore a value for the present and represents a guarantee of continuity for innovation itself.
Has the balance between these two components led to specific measures in terms of productive organization?
From the production to the finished product, all our hoods are made in the headquarters at Vittorio Veneto. The direct control of the various production stages, from design to delivery, allows us to work with a great flexibility and speed, both in the management of the new models and in the improvements we introduce in the existing products. We believe that the speed in adapting to market needs is essential. So we try to reconcile efficiency and flexibility, elements that often tend to go in opposite directions.
How do you manage to intercept or anticipate new trends in demand?
Anticipating the times is not easy, but through a careful study of the market and the constant collaboration with our customers, we can obtain good results.
What tools allow you to meet the specific needs of a buyer?
Even in this case, the solution lies in production flexibility, which allows us to make specific products to intercept specific markets requirements.
Which positioning do you intend to pursue in the future?
The entire Falmec production is recognized for its quality, innovation, made-in-Italy and medium-high positioning. These are elements that must be cultivated every day and remain our focus for the future too.
Are the international certifications an opportunity to reaffirm the intrinsic value of your production?
No doubt. The certifications are for the public an additional warranty, proving that the products have been made according to specific quality standards.
What does the expression “Made in Italy” suggest to you nowadays?
We believe it has a value far greater than the simple literal meaning of what is “made (geographically) in Italy”. For us, made-in-Italy is a concept that expresses the value of industrial know-how that have been developed in our country. It is a certificate of quality, creativity and professionalism of the whole production chain. Italy is made by small and medium-sized enterprises, by high skills districts and expertise distributed throughout the country.
What characteristics allow a national product to stand out in the global market?
Our goal is to offer useful and quality products. Quality is achieved with a continuous improvement activity and attention in all design and construction phases. Even more important, perhaps, is innovation that allows to improve the experience of the public in the kitchen. An example of this are the two collections that we recently presented: the first includes the quietest hoods in the world, the second the filtering hoods which can purify the air by up to 95%. It is clear that in these two cases – in addition to the quality in the traditional sense – it has been added the ability to perceive a real problem and solve it with original and efficient solutions.
How can they represent an added value for a buyer who invests in an Italian brand?
The possibility to offer competitive products for quality and innovation is an added value that allows also to our customers to differentiate themselves in their own markets.
Do you think it would be desirable a stronger synergy among producers to strengthen the made-in-Italy in the world?
I think that the most important thing is to protect it from an unfair and incorrect use, that damages the market in a double way: it pretends that something is Italian when it is not, and it is often of poor quality. “Made in Italy”, so, means that the entire national production chain has specific skills and know-how that need to be protected and preserved.
|A running export
The roots of Falmec sink into a traditionally fertile territory for Italian businesses: the Veneto region in the north-east where, in 1980, Maurizio and Danilo Poser laid the foundations of a reality that today employs 150 persons and produces 130,000 pieces per year. In particular, over 120 models are made for 700 different versions. Two-thirds of sales are generated through exports.