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The F.I.L.A. Marketing department is the one in charge, reaping
the merits, of creating a new product able to revolutionise the
writing tool market.
Manager: Gian Andrea Napolitani, Marketing Manager from 1973 to
1993. But it is also the same department where now, as excellent
"prima donna", follows the trends, introductions, forecasts and
successes in each new market. Manager: Piero Frova. Anty Pansera
interviewed both to understand how the Tratto Pen was born, lives
and will continue to live".
The first marketing: serving the company.
Anty Pansera: "In 1974 your marketing
department was in charge of introducing a new product on the
market. A product which, however, was yet to be created. A
difficult challenge met with great success, also thanks to consumer
tests".
Gian Andrea Napolitani: "Test on that type of
writing were highly successful, However, our positioning did not
let us meet market needs and, when offering wholesalers, retailers
and end consumers a product of this type, we needed a totally
different positioning. We needed to enter the market with a high
quantity of product".
Anty Pansera: "A product that, obviously, had
to be identified by its name. How did you pick the name
Tratto?"
Gian Andrea Napolitani: "We immediately came up
with the name, one of those strange coincidences, TBWA proposed
four names but Tratto, randomly suggested, was an immediate winner.
Like all things destined for success".
Anty Pansera: "The tests were successful, the
name too. From that moment the history of Tratto began to expand,
enhanced by many other products".
Gian Andrea Napolitani: "I didn't immediately
approve of the line extension. I wanted Tratto, a unique product,
to remain such. Tratto Clip was the need for a pocket pen, a pen
with a better tip, with softer writing that also had a clip to hang
it on a jacket. Now, it is part of the entire line extension that
includes highlighters and many other products that came
later".
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Tratto Pen production phase |