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8/10/2001
NIV event

Seminar and inauguration of NIV VERONA

Over two hundred million items worldwide, 55 million of which are produced in Europe and 10 million in Italy: this is the ceramic sanitaryware industry, a mature market that channels ever-greater resources into technology-oriented investment, looks to emerging economies not only as potential consumer pools but also as producers and continues to emphasise quality as the prime tool for competition-effectiveness. So how is this market evolving? What technological progress is being made? How can companies become more efficient? What characteristics distinguish large-scale retail operations? In which direction is the creative energy of design heading? An attempt to provide answers to these questions was made at the Sacmi-promoted "Trends in the ceramic industry” seminar held at Costermano sul Garda in the province of Verona on Friday 13th July. The setting was splendid , and the occasion intriguing: a rare balance between the useful and the pleasurable. The organisation of the seminar was impeccable, with emphasis being placed not on Sacmi but, rather, on the guests themselves and offering them the chance to reflect on their current position, not to mention several hours of relaxation and entertainment. The seminar was attended by key clients of the Sacmi Whiteware division from all over the world: from the United States to South Africa, from Byelorussia to Mexico, from Lebanon to Hungary. The day began at 9 with an excellent introduction by Mario Biadigo and a welcome speech by the Whiteware general manager, Eugenio Ferragina. The first event, a sharp, technically-oriented talk by Peter Hancock on the "use of special slips in the sanitaryware industry” was followed by an enjoyable and interesting overview of “Sanitaryware article design as a marketing lever” by Marcello Cutino, thus rounding off the first part of the morning. Following the coffee break Mario Paone went on to illustrate "optimum marketing mixes for the USA" and, last but not least, Lorenzo Bellicini gave a splendid report on "sanitaryware products: trends in supply and consumption at international level". The afternoon saw guests moved to Mozzecane for the inauguration of the new, ultra-modern NIV plant (one of the 5 Whiteware companies). The day was completed with the grand finale in the Verona Arena, the setting for a superb performance of Aida by Giuseppe Verdi.
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