Consulting & Promotion 1
Problems and future of a sector
of Italian industry
Consulting & Promotion 2
Is one of the most popular and famous expressions
of Italian made domestically, because it is spread
fairly uniform from north to south;
Its consists of 3500 companies (many handmade),
nearly 20,000 employees (almost 50% women)
approximately 1 billion €the turnover of the sector -
but is aggregated with that of ceramic art.
Consulting & Promotion 3
The main problems
The industry has grown up to a decade ago, when the
performance on foreign markets were still dynamic and the
internal market by facilitating business development. The
fragmentation of the distribution system for even if he
preferred the flexibility of companies and not oblige them too
at a competitive price.
Competition from emerging markets, rising energy costs and
the workforce (keep in mind that the incidence of the cost of
labor is at least 50% with peaks of 70% for the arts sector)
have, however, subsequently made to contract the
consumption and weakened the industry.
Consulting & Promotion 4
If many cases must be sought in the processes of increasing competition from emerging
countries (which in cheaper electricity, labor and raw materials have created a competition,
"unfair" in the field), the fact remains that have been several reasons for the collapse :
Suddenly, some marketing strategies in promotion (selling at a premium), had been
The decline in exports and strong growth in imports caused the collapse of the industry
rapidly minimum of 30%;
A lack of policy innovation (quality, design, technological innovation and process)
The change in consumption patterns (trivially, lunch less and less with the table set and
increased significantly over the last decade the field of "Fast Food" and people who travel
needs dine outside the home)
The strengthening of large scale retail trade to the detriment of the store, which has led to a
demand for products standartizzati with low prices (low quality)
The lack of knowledge of basic material by the consumer before he was ennobled by the
specialist trader (now confuses the porcelain and ceramic decals with the decorations by
The labor factor is no longer rewarded for creating value and indeed can be said that the
problem of vocational training has greatly contributed to removal of young people from this
sector, largely as a size scale.
Consulting & Promotion 5
What are the possible solutions
A few steps back would not be good, in our opinion, together with a decisive action policies in
favor of perhaps the lower cost of labor in industry,
Vocational training of young people, first, in area of manual labor, would allow companies to
have a key to success with positive effects on the retraining of old crafts;
The positioning of the sector in some niche strategic fashion and luxury brand, for example. It
was shown that those who have gone down this road has had and still has sales success;
A strong effort to promote the culture of the product. Investing in knowledge for future
generations who will again appreciate the porcelain.
The inclusion in the Italian tourism sector tableware: Just remember that in DOCCIA - Sesto
Fiorentino (FI) there is the most important Porcelain Museum Art:
The collection begins with the objects in ceramic, porcelain and earthenware, made by the
ManufactureManufacture GinoriGinori 1737 to 1895, until then the objects of RichardRichard--GinoriGinori.
The exhibits are of high quality and emphasize the combination of the latest forms of traditional
Florentine sequentially through the development of European decorative arts.
Stand decorated pottery of the first period, or the fireplace in porcelain with copies of
Michelangelo's statues, copies of classical statues of Gaspero Bruschi and paintings of the
Florentine Renaissance, or the models and molds for sculptures taken from works by Giovan
Battista Foggini and Massimiliano Soldani Benzi.
Among the latest works, fine ceramics designed by Giò Ponti.
Consulting & Promotion 6
We are a senior consultant at the Department for Development and
Competitiveness of Tourism in the Italian Ministry;
We have the expertise to help you in promoting your product, be it a
service or a structure, in Italy and abroad;
We also deal with the disclosure of your advertising, not only through the
"usual" channels, but check the possible variants of distribution with new
methodologies in co-partnership and paying attention to new marketing
We study the Marketing Plan and in agreement with you will follow the