One country, two markets

Who doesn’t love Italy? Whether the culture, food, scenery or people, there’s something for everyone. Geberit’s great success in the country means it is high time to pay a visit and explore the reasons why.

As if by magic, the barriers at the motorway toll station near Milan open and let the car through. Instead of standing in a traffic jam waiting for other drivers to pay the toll, Francesca Picin uses “Telepass” – an electronic toll box. This saves her a lot of time – as Technical Sales Consultant, she is on the road a lot. Francesca Picin is part of an effective team that successfully advises customers across Italy.

An in-car office

Today, she is visiting Abbattista, one of Geberit’s showroom operators. Before the meeting, Francesca Picin opens the boot, which is packed to the brim with Geberit promotional material and product samples. “My car is also my office,” she says with a smile.

One country with two different markets

The 40,000 kilometres she travels every year on her visits across the north of Italy are modest compared to her colleagues in the south. This is not the only difference between northern and southern Italy. The mentality of the people in the economically weaker south is also different. Personal relationships are much more important here. Geberit then benefits from contacts that have been built up and strengthened over many years.

Reasons for success

Geberit has been highly successful in this market environment. “In Italy, Geberit’s current market position is probably the strongest it has ever been,” says Silvia Del Vitto, who has been Head Marketing and Product Management since 2019. And what are the reasons for this? “A strong brand, good products and diverse sales channels.”