Pettenon Cosmetics SpA
Direttore Commerciale e Marketing
Sales and Marketing Director Federico Pegorin, Sales and Marketing Director of Pettenon Cosmetics SpA dedicates himself, above all, to the offer differentiation strategy as the Company has a decade of culture in making products with different placements.
The winning mix to raise the awareness of a product is due to the continue investments into communication supported by the sales force that transfer to the customers the importance of the brand communication in addition to the promotion in our sale points and distributors.
He is characterized by seriousness, constancy and the ability to think to three different solutions in order to solve a problem, all qualities necessary for a great manager.
Federico Pergorin, Sales and Marketing Director for Pettenon Cosmetics SpA, answers our questions:
What has changed in recent years?
In recent years it has changed everything, especially product quality, which has become higher, as the search for ever more modern formulas, delicate and careful in terms of ingredients (SLS, SLES, Parabens, Sulfates, Sodium Chloride , Ammonia, ppd, etc.).
Also it changed the offer because today coexist in the market dozens of companies with high quality and tens with an average quality and all manage to sell something. The hairdresser is stifled by products, fragmenting purchases and consequently very few companies have direct sellers, while the hairdresser caters much more frequently in multi-brand distributors or wholesalers.
What is your call?
In my humble opinion, producers need to do production, distributors and dealers must deploy!!
Why choosing to work with you?
Quality at the right price, service and passion for our work!
Could you explain us which aspect of the company do you deal with?
Like all owners, I deal with many things in the company, but especially with sales and marketing: I mainly dedicate myself to the differentiation strategy as our company has a decade-culture in producing products with different placements.
When and how the group’s expansion began?
The expansion of our group has certainly began with the acquisition of part of the G & P, our Tuscan company that produces hair colors. Thanks to this company concentrated in color, we have an excellent quality that has given us great results in a short time and the color has trailed the other brand products. In Padua, however, we have enhanced the production of “liquid” products offering a service with a better value for money relation.
In which countries has the company expanded over the years?
Currently Pettenon Cosmetics is present in 80 countries in the world and it’s in constant growth and expansion thanks to the presence in international fairs and due to the constant visits to customers from our six area managers.
Which are the difficulties for those working in this area?
The difficulties in recent years are linked, in different countries, to the increasingly complex and expensive legislation, while in Italy, the various fees and poor facilities in recruitment do not facilitate the management of an industrial enterprise like ours.
Has the market changed? And consumers?
Market and consumers have changed: both are more careful about what they buy and how much they spend, moreover nowadays the professional product can be found in many channels, not least GDO and pharmacy.
What do you think about communication and its value?
Communication is increasingly a must for a company known internationally as ours. In my opinion, the winning mix to raise the awareness of a product is due to the continue investments into communication supported by the sales force that transfer to the customers the importance of the brand communication in addition to the promotion in our sale points and our distributors.
Which are your point of strength that have allowed you to emerge?
My strengths? I know how to choose, grow and engage staff, but sometimes I also have to send away them!! Alone is not possible to produce anything, we need to work together and in groups. Only the union and tenacity will make us arrive, sooner or later, on the top of any mountain.
What features are used and what approach should be adopted to achieve success as a manager today?
The characteristics of all the managers in the world: seriousness, constancy and the ability to think to three different solutions in order to solve a problem (then you choose the best for that time … it seems simple, but it is not!)
What does it mean to be Number One in San Martino di Lupari?
It means to be number one in products and Footsal!
What kind of people do you meet during your professional career?
During my professional career I meet people of all kinds, mostly commercial, trainer and marketing specialist.
How do you upgrade yourself?
I update myself with the old system: the street, the best way to keep up with the market needs of haircare, talking, seeing and touching with the hand in the first person.