Franmer

The athletes running on long distances often use cunning method: at first pass rivals forward, and at finishing line overtake them. It is behind easier to run. When you see the rival, it is possible to commensurate the forces with him. Only the strongest and self-assured athletes achieve of victorious speed at once and leave competitors far behind.

In business the same rules work. Many companies prefer not to be torn through thorns, and to go along already blazed road. It is much more convenient not to be mistaken, creating something new, and to point to others defects.

Beginning of the Way

The FRANMER company from the very beginning selected a difficult way. It became the first Russian producer of composite pools. 10 years ago its products for the first time appeared in the market – and since then FRANMER is in the lead on sales volumes in the area. But in one offer you will not tell all story to the company. It will not turn out to mention uncountable difficulties which arose on the way of FRANMER to success. There is no place to insert the story about how first very few people believed that composite pools will buy. Competitors said: "Who needs these the cook-poliestrovye of a bowl? They are artificial. What a difference concrete!" There is no place to mention misunderstanding of founders of FRANMER why concrete more "natural", than a composite and also about their aspiration to occupy the niche in the Russian market of pools.

The beginning was hard. But over time buyers understood that composite pools have a set of advantages: wide lineup, high speed of installation, convenience and safety in operation. These pluses attracted not only clients, but also competitors. There was a set of the firms offering to buyers "the best" composite pools. Some of them were cheaper, than products of FRANMER – and then managers paid to this "plus" special attention, for some reason without mentioning low quality of pools. Products of other firms were much more expensive – and dealers were let in the extensive story about high quality of raw materials and about foreign production, but for some reason did not tell about tax duties in transit pools through border and about the delivery cost of bulky goods. It is no wonder that the actual reason of high price of pools was hidden from buyers.

For the benefit to the client

What at this time time FRANMER was engaged in? As well as it is necessary to the leader, she went forward. Having achieved the first success, the company set before itself the new purposes. Having arranged own production of composite pools, FRANMER thought of curbstone creation. Two years of experiments, progress and failures, desires all to throw also a bigger aspiration to achieve the objective – and FRANMER became the only producer of curbstone in Russia. He not only creates a worthy border for the pool, but also beats off the wave arising when bathing. Thanks to it water is not splashed out from a bowl, and the client saves on cleaning and heating of water. This achievement was noticed by competitors. Their attempts to arrange similar production were not crowned with success - production of curbstone requires the essential financial investments. Only the large company can afford them. Some firms tried to bring curbstone from the abroad. But practice showed: this product very brittle, and because of bulkiness of a load it is unprofitable to transport it. As a result competitors of FRANMER selected new tactics: began to assure clients that curbstone – absolutely useless invention. Such here marketing mix …

The leader's provision in the area helped FRANMER to achieve huge successes. To save money of the client on transportation of pools, the company created own vehicle fleet of special trailers with regulated clearance thanks to which they are not frightened by lack of roads. As a result buyers of FRANMER began to receive the pools, without paying extra for delivery of bulky goods. Other companies tried to follow the example of FRANMER. They bought special trailers in the European countries, but they were comprehended by failure: these special trailers made for the countries with normal roads did not sustain trips on the Russian lack of roads. Therefore clients of other firms in delivery time of the pool should pay extra traffic police for maintenance of bulky goods.

Today FRANMER is the largest producer of composite pools in Russia. Annually it releases more than 3000 bowls.

To be always hard for the first. Pioneers of dense thickets should battle against dense thickets, and to businessmen innovators - against stagnancy of human beliefs. Both those, and others quite often hear offensive remarks going behind. But not without reason the first there are always the strongest and experienced. Only they can do this heavy, but nevertheless such sweet burden!