A CORRECT CORPORATE POLICY

We believe that there is only one corporate strategy that can ensure lasting success; it is based on three fundamental elements:

• a correct ‘marketing mix’ (product, price, service and communication)
• medium to long term objectives
• a single goal: corporate profit and improvement of the environment

The right marketing mix for UPSs:

Product
The UPS must be state-of-the-art, to always meet user requirements, safe and reliable. It must also fit into the office environment, therefore: attractive design, simple and immediate use, weight, bulk and noise reduced to a minimum.

Price
The price must respond correctly to customer needs. A price that is too high inevitably takes the product out of the market; a price that is too low necessarily hides shortcomings (e.g. poor technical quality, ineffective customer service, false technology, inflated power and/or autonomy, false advantages, etc.).

Service
Service is always fundamental and is even more so in the case of UPSs due to the particular nature of the product (which must perform a delicate task) and the market (crowded and confusing). A high level of service is indispensable here: fast and professional pre-sales advice, prompt delivery of products, rapid warranty and out-of-warranty repairs.

Communication
It is important to communicate the identity (the substance) and not the image (the form) of the company. Misinformation about the product must also be avoided: technical data must be stated clearly and unambiguously, with standard scientific values, and quality must be certified.

This strategy, in conclusion, coincides with the modern concept of marketing: a set of operations designed to increase corporate profit and improve the condition of the social environment in which we live.