Luca De Simone: To succeed on an emerging market, one needs to get rid of stereotypes
Zhermack (Italy) is a key manufacturer of dental equipment and materials on the global market. Founded in 1981 году, over the 30 years Zhermack has evolved into an internationally renowned brand. The Company caters to over 90 countries worldwide, and Zhermack equipment and materials hold leading position on most markets. We met Luca De Simone, Worldwide Sales Director at Zhermack, to talk about specifics of working with dentists around the world and, especially, in Russia.
— It is custom to sum up one’s accomplishments
on the New Year’s Eve. Is there anything for Zhermack to remember this year
by?
— This was a very important year for Zhermack. We
confirmed our leadership on many markets, and launched businesses in some new
countries where we had had no presence before. Our participation in the IDS
exhibition (Cologne, Germany) proved to be a big success. Zhermack has
always been focusing on making products that would combine the Italian design
and technologies for dentists and dental technicians.
In 2011 we completed our impression materials and sterilization systems projects. We presented Zeta Roll – our new rolls for sterilization, Elite Cord — retracting threads that help obtain more precise impressions.
To complete the restoration line, we launched
Dune Ecotech – a new micro sandblasting system, reducing sand consumption
and maximizing precision performance.
Prothyl EVO — a full line of resins for removable prostheses. And last,
but no least important: we offered Zmack® — universal,
— How do you see cooperation with UNIDENT in the
year to come?
— Indeed, our business has grown stronger and we
achieved important sales results: Zhermack confirmed its leadership on the
Russian market. However, we expect our new products to contribute to sour
success significantly in 2012. Together with UNIDENT, we are getting
quality certificates and innovative products will soon be available in Russia
as well.
— Is there anything special about doing business
in Russia?
— Zhermack has been supplying its products to the
Russian market for over a decade already. My primary task is to assess proper
positioning of this product on the market.
In a country so big, it is a very complicated task. Especially considering
profoundly different problems we have to handle in various regions of this
country.
— Actually, there is no universal key. Zhermack makes its way to success by seeking the answer to the question
— Is there a business trip that is most
memorable to you?
— My very first one. Three
weeks in India. It was January 1998. Phone communication was poor. I did not
even have a fax. I was lost in a country I have never been to before. And I had
to keep business I have known only for several months. Looking back now, I can
only smile.
— Historically, our countries have been
cooperating quite a lot, especially in the sphere of culture. Several
generations of Italian architects even participated in the building of Moscow
Kremlin – the main symbol of the capital city. How does it feel to be in
Russia?
— For a history enthusiast like me,
coming to Russia means to discover a fantastic country. If you know the trick
of listening closely, it will relate its glorious history that goes back a
thousand years.
— Luca, please, tell us about yourself a little.
Do you have any hobbies?
— No, not any specific hobby, but I
love two kinds of sports, totally different from each other – skiing and
diving. I love historical books, especially biographies of famous people that
interest me.
— I am married. I have a cat. And I would call a few days out on a fantastic beach a ‘holiday’!
— How does your company celebrate the New Year’s
Day?
— Informally, in a relaxing atmosphere where we all
exchange good wishes over a good dinner.
— What would you wish to readers of Unident Today
in the new year?
— Lots of happiness and achievements.
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