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There are some business partners, whose work is an excellent indicator of development for both the company and its partners! Cooperation with enterprises of this sort does not only improve and evolve the business but also opens new promising horizons! This is the kind of partner we are going to talk about today – please meet Pride Trade and Finance Group!
The name of this company is not just an empty metaphor selected for the sake of a witty remark – Pride Trade and Finance Group is an official and exclusive dealer of numerous world-renowned brands producing automotive chemicals and car care products, car accessories and professional tools. The company offers not only products of foreign brands but also locally produced automotive chemicals under its own brand. Within 17 years of its existence, Pride has achieved great success in wholesale and small-scale wholesale, selling automotive chemicals and tools. Its active partnership policy, thorough and professional market monitoring and marketing support to customers have enabled the company to develop successfully in both Russia and the CIS.
Development is a key to success, therefore after the first global crisis of 2008 the company’s executives decided to forge ahead and explore a new business area aside from distribution – manufacturing products under its own brand.
Marina Orlova, Project Manager at Pride Trade and Finance Group:
«Pride came up with the idea to create a range of own-brand products in late 2009. The way out of crisis was only just visible at the time. We felt it too. As we were, first and foremost, importers and exclusive distributors of automotive chemicals and car care products of leading US and European brands (such as STP, Armorall, Prestone, Simoniz), we felt how much our activities on promotion of those brands on the Russian market depended on the policy and activities of manufacturers. Besides, foreign brands in our portfolio did not cover the entire range of products Russian consumers actually needed. Moreover, during the crisis we registered an obvious trend of consumers opting for less expensive local products. While working on the brand, we were also looking for a production partner in Russia. We held negotiations with the majority of big and famous manufacturers of automotive chemicals and car care products but we preferred Delfin Industry.».
For nearly half a year Pride was working on its product range, looking for a name, developing its design concept and promoting products on the market. That hard and continuous work resulted in creation of the FILL Inn brand. Their decision to create a new brand and release a new product range was a serious one and entailed certain inevitable risks. In that situation, ‘proper’ partner could make a huge difference. Therefore, Pride formulated clear selection criteria for its new partner:
• ability to manufacture all kinds of products the company would like to add to the FILL Inn product range at one plant;
• ability to develop new products with definite properties;
• thorough product quality control;
• ability to manufacture products in both aerosol cans and plastic containers;
• ability to develop and manufacture molds for plastic containers (FILL Inn-branded products come in cans with an original design);
• production facilities;
• in-house designer bureau and printing shop.
As it happens, Delfin Industry was the one that met Pride’s criteria better than anyone else, so it got down to fulfillment of the tasks that were set for it. The future product from Pride was supposed to have ergonomic and convenient packaging and appealing design; therefore, Delfin Industry’s design and engineering bureaus waded at work. Delfin Industry lab developed unique formulas of future products following the client’s technical specifications. The first thirteen products under the new brand name FILL Inn were produced at Delfin Industry’s production facilities in September 2010. By spring 2011, the product range of that new brand expanded and it now includes 50 products! The progress is evident – and we consider it to be an excellent indicator of not only synchronous and well-coordinated teamwork and fruitful cooperation between two companies – it is also an evidence of successful development of both partners! Today you can see FILL Inn-branded chemicals and car care products in federal chains, car stores and petrol stations in all Pride’s regions of presence. This steady advancement of FILL Inn is an indicator of Pride’s professional expertise, excellent product quality and effective cooperation with Delfin Industry. Our company is happy to see its partners succeeding and has always been committed to fruitful cooperation – as it helps any company to move forward and evolve no matter what!
