Sitma chosen for Kotler impact project

Designing and producing solutions for automation in the logistics

H-Farm campus in Treviso, home to many successful companies.

Sitma specialises in designing and producing solutions for automation in the logistics industry. The company was chosen as a case study for the book “Essentials of Modern Marketing” by Philip Kotler together with Weevo, which looked at more than 30 examples of outstanding Italian companies in different fields of production. Philip Kotler, the father of modern marketing, chose to focus his study on such criteria as the propensity to innovate and the ability to respond to the needs of the market in a sustainable way.

“Essentials of Modern Marketing” and the “Be Brilliant” project

The book was previewed on 26 November and contains over 30 case studies of exceptional Italian companies, making it the world’s first publication about marketing to focus on success stories in a specific country. 

The SME journal described the work as “​The bible of modern marketing​”, while the Daily Times defined it “​The 21st century book about business, marketing and management​”.

The book will be on sale on Amazon, but to avoid wasted paper and long-haul deliveries the printed version will only be available on request, for collection as near as possible to the shipping address. The presentation of the book took place at the H-Farm campus in Treviso, home to many successful companies, and among those present were Orsola Cavina and

Denise Gibbin and Orsola Cavina – marketing department

Denise Gibbin from Sitma’s Marketing department. 

They offered the following comments – “Sitma was both honoured and delighted to play a role in Philip’s project. It’s a major recognition of the strategies the company has implemented in recent years. We’re convinced that Sitma’s opportunities for business are only just beginning, and that we’ll have a revolutionary and very considerable impact on the logistics market.” 

Why choose Sitma machinery? An ability to innovate and reinvent

The reasons for Sitma’s success (and so for its inclusion in Philip Kotler’s project) go far beyond just figures. Sitma’s main accolades have come from the market, which has recognized its inherent capacity to innovate over the years. 

The company’s great strength has been its ability to reposition itself in just a few years, achieving excellent results in a totally new and constantly changing market – the field of e-commerce and logistics. It has also managed to find an effective way of relating to the various sectors in which it operates, anticipating trends and constantly supporting its customers, indeed becoming their real partner.

Sitma’s move into the world of logistics began in 2016 when it became the official supplier for Viapost, then went on to be a supplier for Poste Italiane in 2018. Sitma is now is a leading brand in the logistics sector, supplying flexible packaging and sorting systems to the ​world’s main eCommerce​​ ​​companies, 3PLs, logistics operators, and many national post offices​ in both Europe and North America. 

The value of people and ideas

The changes made by the company did not only concern its approach to the market. First and foremost, Sitma took a good look at itself. The ​business ​​changed from an entrepreneurial to a ​​managerial structure​​, introducing new job titles and new company departments, including the ​​Operations Management team​​, the ​Marketing Department ​​and the​​ Project Management Department.  

A new ​​brand identity​ was gradually created alongside the process of company renewal, with the recruitment of new young professionals, keen to be part of the ​transformations​ in the market and in the company itself.

Technology for sustainability – the path towards sustainability

Sitma is actively pursuing its goal of becoming ​an increasingly green company​. It has introduced processes for calculating its ​​carbon footprint​, updating them regularly in line with the latest regulations. The company has introduced improvements and ​​reduced its Co2 emissions​​, and has also ​offset emissions​​ by financing well-organised and accredited sustainability projects. 

Download or buy the book “Essentials of Modern Marketing” and read the complete case study to discover how a capacity for innovation, sustainability and well-managed change have been the drivers of Sitma’s success.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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