New Tecnogas: The rebirth of an old favorite

People all over the world love to eat. Thus it comes as no surprise that some countries have become known for their cuisine, as much as their products. Hence, we have Chinese dishes, Spanish recipes or Japanese food, and Italian food. The kitchens too have become the integral part of every household where family members congregate to take over matters big and small while the smell and aroma of good cooking wafts around them.

From its humble beginnings in 1947, Tecnogas has grown to become a company which now employs 600 people and boasts of a production capacity of 500,000 cookers, 200,000 ovens, and 100,000 hobs annually. It also continues to keep the spirit of innovation alive and has integrated aesthetic and design values with the proud label "made in Italy." Tecnogas strives for global progress and industry leadership, even as it continues to manufacture an infinite variety of models, as well as a range of service that evolves with the time. This is an achievement that is well deserved after 50 years of continued growth and a market that spans over 50 countries worldwide.

Today Tecnogas is under the management of the Antonio Merloni group and has appointed Allied Distributors to bring back to the Philippines the New Tecnogas.

This time around the New Tecnogas is 100 percent made in Italy and guarantees the kind of reliability that best serve the Filipino consumers.

Allied Distributors has been in the distribution business of consumer electronics products for the last five years. Signage and a casual mention of Tecnogas from dealers around the country has sparked the possibility of a strong comeback for the brand.

Tecnogas is optimistic that this New Technogas from Italy will awaken the discriminating taste of Filipinos.

To awaken the consciousness of Filipino on the New Tecnogas, the company is now in the process of selecting dealers that caters to premium segment to slowly grow and corner at least 25 percent of the total market in 2007.

Banking on the Filipino penchant for premium products, the new Tecnogas with the Italian brand name and premium features is envisioned to capture the upper B and A market. This is not to say, however, that the C market is being ignored.

By positioning the new Tecnogas as a product for the premium segment of society, a "spill-over effect" is anticipated. As everybody knows, Filipino buyers are ambitious and there is always the so-called "iconic fever." In fact, a study made in 2004 showed that the Philippines scored high among Asian countries in terms of aspiration. That’s why the new Tecnogas is confident with its new position, said Gangsu Lee, general manager of Allied.