Exports assume growing significance

The Czech Republic is the first country in Eastern Europe to feature on Dennerle’s “hit list”. Akvarium Macenauer, which has assumed responsibility for the general distribution of Dennerle products to the Czech pet pro-duct trade, is very well known there.Outside its home market in Germany, Dennerle also enjoys a strong market position in neighbouring France. Its customers in the speciality trade there are looked after by six field sales staff. The company operates in the Benelux states and in Italy too, with one field sales employee responsible for handling each market. Exports account for a fast-growing proportion of overall sales.This year Dennerle celebrates its 40th anniversary and at its base in Pirmasens, close to Germany’s border with France, a slow transition is taking place from the older generation of management to a younger one. For the moment managerial responsibilities are shared between Dirk Christmann, who is in charge of commercial affairs, Werner Schmidt (logistics, research and development, purchasing) and Markus Drefke (marketing) and the proprietor Heinz Dennerle.On the basis of its dual brand policy, which provides for separate brands in the garden pond segment for the speciality pet trade on the one hand and for DIY stores and garden centres on the other, Dennerle intends to shape the individual concepts it has already developed for the different distribution channels even more clearly in the future. For the pet product trade this means even more service, even greater convenience and a logical product range, enabling the company to differentiate itself more effectively from the competition.In Markus Drefke’s opinion, the pet product trade in Germany always allows itself to be influenced too strongly by cheap offers. “Instead of increasing customer loyalty by improving the advice they provide, many pet product dealers try to undercut the low prices offered by their competitors.” Due to its tradition as a supplier of high-quality aquatic plants, Dennerle regards aquariums and garden ponds primarily as biotopes, and the aim is to open the eyes of the speciality trade as well as consumers to the requirements of these. Attractive means of sales support for aquatic plants are expected to be presented at Interzoo: new ceiling placards and posters with appealing motifs intended to stimulate an interest in aquariums. “In the PoS presentation we want to create a ‘wellness’ atmosphere to make consumers more strongly receptive to this hobby…