Krupps shows networking nous

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Krupps has recently upped its marketing activities.

Italian producer of professional warewashers, Krupps, is increasingly holding a prominent place in the UK and Ireland market thanks to a focused strategy it has adopted over the last 2 years.

The man behind the market drive in this country is UK export MD, Riccardo Scuotto, who has aimed to manoeuvre the Krupps brand into a leading position with regards to providing quality and service.

Nowadays the firm can count on a nationwide network of distributors to reach a multitude of end users, with both sales representation and its authorised service partners. The company feels that it can rely on these highly skilled engineers, who follow its technical training annually to remain updated and informed.

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Furthermore, Krupps has established a permanent stock-holding at the First Choice Group’s warehouse in Cannock to give further assistance to dealers. This means that numerous products are available for swift delivery, and in turn sales figures are continuously improving.

Scuotto reported: “Selling is a matter of timing and availability, and a structured efficient stock gives a real helping hand to distributors. The new stock arrangements, together with the direct support of the Krupps authorised service network, are making us more efficient, and distributors are feeling highly supported from our organisation.”

He further added: “This partnership with spare parts leader First Choice Group is giving us the opportunity to respond quickly to engineers’ requirements. Customers are asking for quick answers: our structure is ready to give them what they are asking for in a very short time.”

On the marketing front, the manufacturer is also increasing its awareness in the catering equipment industry by participating in exhibitions like Hotelympia in London, the Great Hospitality Show in Birmingham and Food & Bev Live in Dublin. In this way, Krupps wants to become more recognisable and help distributors to gain visibility and new customers.

Manuel Petrucci, Krupps’ marketing manager said: “We must follow a 360° strategy to conquer this market, and supporting our distributors is essential. We are boosting our brand and increasing their business simultaneously. It’s clear that satisfied customers create a good turnover.”

Being the first to introduce iKloud, the wi-fi control system that allows remote control of warewashers, the Italian factory prides itself on technological strength. Thanks to this innovation, engineers can quickly respond to all questions from end users, modifying parameters and solving problems in real-time and remotely.

Looking further ahead, this tool could enable maximum profit from the purchase of a product that speaks directly with a technician, so the customer can leave the warewasher to do its job and be controlled by technical service.

During 2018, the manufacturer’s Italy headquarters will be working hard on new innovative technologies. On the research and development department’s slate are pay-per-wash and rental using the iKloud connection. “These new features will open opportunities to distributors approaching this type of selling, which may prove to be more and more popular,” said Scuotto.

Other recent technological developments include upgrading the UniKo touchscreen display with a waterproof feature, designed to improve performance and efficiency.

Finally, Krupps believes its membership of CESA helps to strengthen its position among industry leaders. It takes an active part in the catering equipment sector, and thanks to the network created by this association, new projects and partnerships are made between manufacturers.

Tags : kruppsstrategyWarewashing
Clare Nicholls

The author Clare Nicholls

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