success story
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UNIVER PNEUMATIC - MORE EFFICIENT DISRIBUTION OF PNEUMATIC COMPONENTS
BY THE MAIN ITALIAN MANUFACTURER THANKS TO THE eCATALOGsolutions
OF CADENAS
One of the main Italian manufacturers of
pneumatic components UNIVER uses an electronic catalogue of the
products for the marketing of the own production. This catalogue
has been prepared together with CADENAS and its care is up to UNIVER.
As the latter owns branch offices and distribution areas all over
the world, it avails itself of a global strategy for the distribution
of its products. A regular distribution also in the other continents
is offered by the solution of the software for the electronic product
catalogues of the eCATALOGsolutions by CADENAS GmbH.
The electronic catalogue of the products finds its use in the UNIVER
Homepage of the Download Portals PARTserver online and is integrated
in the libraries of the standards and of the purchased components
of the intelligent PARTsolutions system relating to the management
of the components. The distribution strategies via Internet, market
place and CD-Rom cover all requests of the customers and what's
more, they establish also new contacts.
STARTING POINT OF UNIVER IN THE PRODUCT
MARKETING
Before the introduction of the
solution regarding the electronic product catalogue in UNIVER, the
information regarding the products had been transmitted to the customer
or the interested company by means of CD-Rom or floppy disks provided
that direct requests were received. This meant a high waste of time
in administration work and very often the communication of data
which were no longer up-to-date or even wrong. And what happened
with the companies which needed the UNIVER products, however were
absolutely not acquainted with its production? In this connection
a high market potential has been lost.
The traditional marketing channels did not only represent a problem
of waste of time, but also a problem of distribution: it was impossible
to reconstruct the floppy disks. The sales office never knew which
customer needed or used which data. For this reason the distribution
resulted extremely limited and it was almost impossible to offer
the customer a personalized service. It, therefore, was absolutely
impossible to distribute the product in the whole area and least
of all existed the possibility to open new markets. As a result
of this it was necessary to set free additional resources in order
to acquire new groups of customers.
The product marketing and its successes resulted, therefore, more
expensive and it was impossible to calculate its entity. Big amounts
of money were spent for staff, customer acquisition and advertising
with the purpose to reach the aims .
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Univer
In 1971 UNIVER was constituted as a small
company manufacturing a few types of valves and it has quickly become
a first-rate company in the field of pneumatic components. At present
UNIVER represents one of the most important Italian companies in
its field as far as dimensions and production volume are concerned
and plays an important rôle on the international market. The variety
of the UNIVER products comprises both the products of immediate
use for simple applications of the pneumatic logic and modern solutions
for complex and integrated structures of industrial automation such
as pneumatic cylinders, valves, slide units, fixing accessories
etc.
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INTRODUCTION OF A SYSTEM FOR THE PREPARATION
OF ELECTRONIC PRODUCT CATALOGUES
With the aim to obtain a more convenient product
distribution as far as cost and efficiency are concerned, UNIVER decided
to adopt the solution of the electronic product catalogue of the eCATALOGsolutions
of CADENAS GmbH. With this catalogue solution a data bank is created or
attended to containing all product data, such as CAD data, dimensions,
information on the bills of materials, graphic elements, translations,
material descriptions, pdf files etc. Starting from this data bank (multimedia
data bank) all outgoing media are generated such as Internet catalogue,
CD-Rom, paper catalogues, e-Shop etc .
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ADVANTAGES OF THE DISTRIBUTION ONLINE
WITH ECATALOGUESOLUTIONS
The constant presence on Internet in the
own Homepage and in the Downloadportal PARTserver online increases
the UNIVER renown at an extremely reduced cost. The facts, e.g.
800.000 new interested companies, 6 million downloads/year with
increasing tendency, 51 million printed pages/year only thanks to
PARTserver and in addition also the own presence in Internet cannot
but convince!!
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"Precious hints, approx. 80% of which may
be converted into customers"
Mr. Fioroni
Manager, Product Engineering
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MAKE MARKETING CONVENIENT!
UNIVER has become a brand in the field of pneumatic
components. With the distribution online of the catalogue data UNIVER
does justice to the modern marketing methods and this at an extremely
low cost.
MAKE MARKETING MEASURABLE!
Thanks to the vast functions of analysis and statistics,
the marketing department of UNIVER is able to visualize continuously the
data of the Internet downloads, supervise the evolution of the customers'
requests and needs in the various geographic regions or relating to the
various product fields. It is possible to generate automatically complete
lists regarding the most used products or CAD formats. They represent
important information also for the distribution of project downloads,
for which the sales office intends offering its own contribution in the
form of assistance.
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"In the past we spent much money for Fairs
and Exhibitions. With the electronic product catalogue online we
are able to save a lot of money in this field as the acquisition
now takes place automatically. More and more customers find us.
In the past we had to look for them"
Mr. Fioroni
Manager, Product Engineering
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MAKE MARKETING EFFICIENT!
The catalogue of the UNIVER products online affects
also the politics of the brand strategy. All information gathered which
is processed together with that coming from the "traditional" marketing
channels, is used with the aim to convert it into a more or less aggressive
market penetration.
USE OF MARKETING ON GLOBAL SCALE!
With eCATALOGsolutions CADENAS has developed a
neutral software with whose translation functions all contents of the
catalogue can easily be translated and attended to. The correct language
for the correct market of destination! The use of the Cadenas software
solution catalogue is so easy that also an ignorant in the field is able
to use it.
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