Full steam ahead!

In two years the Italian firm from Tezze die Arzignano will mark its 50th anniversary. Like any other company, Imac has had its highs and lows, but it is now one of the key pet supplies companies in Italy and is a big player on the European scene. Current development at Imac is focused on growing results sensibly in the domestic market and this is thanks to a substantial change in the sales strategy. This strategy is based mainly on a re-organisation of the commercial network and new product opportunities as well as on production. Exports a factor in success In export markets in traditional countries like France, Germany and England, demand is stable or falling. The reasons for this include the global recession and the low stock level trend. But last year Imac experienced demand for the company’s range in some markets which were only marginal for Imac before. The customer base is growing stronger in eastern Europe, the Czech Republic, Russia, Belarus, Bulgaria and the Balkans. In traditional markets, however, Imac is exploring new distribution channels in accordance with market development and related new requirements. In the eyes of the Imac managers, the presence of the local distributor is no longer so essential even for small deliveries direct to the shops. Another trend perceived by Imac is that most of the European store chains want to differentiate themselves by customising products and/or creating their own label. Imac has invested a lot in having a direct and indirect presence at local shows as well as devoting effort to customers and factory visits. Constant attention is given to customer service in terms of reaction time, meaning quick answers, short delivery terms and flexibility when an urgent delivery is required, logistics service etc. This is all thanks to a skilled back-office team at Imac. New products Another important factor in the company’s development is the product range, which is renewed on an ongoing basis. Imac launches different new products every 6-12 months, most of them with a unique design but also practical features. The company developed an eco-friendly range of wooden cages and was one of the first manufacturers to switch 90 per cent of its cage range to a flat-packed system, developing an easy assembly system. Its managers are proud to say that Imac is one of the first companies to start using new eco-friendly materials with a low percentage of traditional plastic. An example is the “Lilo Forest”, made of plastic wood…