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DAM: LEADING THE WAY IN DENTISTRY TOOLING WITH A NEW DISTRIBUTION MODEL
The DAM group from Turin (www.damspa.it) operates in the dental medicine sector and produces and distributes brands that have become a point of reference for dental sectors, dentistry, surgery and implantation. It's the leading firm in Europe for the distribution of rotation instruments (cutters and micro-cutters) for dentists and dental technicians. It is the owner of the 'disteno' brand, a worldwide patent that allows the production of tools in tungsten carbide uncut diamond. It introduced a new distribution model that has set the standard in the industry in Italy as well as abroad.
One if its leading products is the 'fresissima' range, a patented brand that identifies a complete range of special cutting tools for dentistry. Originally launched as a stand-alone brand in 1991, it was taken over by the DAM group in 2001, soon becoming the firms' core business. The 'fresissima' brand offers highly specialised tools whose production is carefully monitored, right from the designing phase. Its product range includes over 12,000 models of rotation cutters and is updated every six months, in order to keep up with scientific advances in the dental sector.
Currently there are 29 dealers in Italy and Europe which have an exclusive distribution deal for 'fresissima' products. In Italy over 80% of dentistry professionals know and buy DAM products. The Group derives 30% of its annual earnings from exports; its products are sold in France, Britain, Spain, Portugal and Greece, and overall its client base in Europe has reached the 50.000 mark. In 2008 the DAM management plans to take on Germany, the Netherlands, Sweden, the US and Japan.
The most innovative feature of DAM's business model is its distribution network. The company guarantees all of its dealers exclusive commercial rights over all of its brands: 'fresissima', 'disteno', 'xtruments' and 'implanta'. DAM offers its retailing partners technical and retail training, as well as on site assistance, and a low level of initial investment. A 'just in time' delivery model also contributes to lower barriers to entry, slashing storage costs.
Starting from this 'light' business model, the DAM group aims to expand sales of its products beyond Europe. The special rotation instruments for implants in the "implanta" range, for example, are manufactured on commission for third party firms that offer these products as an accessory to their own implantation systems. In this niche the DAM group can boast among its clients the major international players in the dental implant business. The latest addition is the 'xtruments' range of hand instruments for surgery, which were introduced in 2006. These products, characterised by their Italian design, have an innovative coating treatment that prevents corrosion for ten years and sets them apart from US and German competing products.
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