Grupo Lo Monaco

Lo Monaco Group is a Spanish company based in Granada, founded by Livio Lo Monaco and Beatriz Muñoz. Its activity is known mainly for selling rest equipment,[1] and for introducing latex mattress in Spain, but the company began his career selling homeware products.[2]

Lo Monaco Group Headquarters(Granada)

History

In 1996, the project began through the sale of homeware products by direct and distance selling. As a communication and selling tool Lo Monaco used television advertising campaigns based on the professional experience of the founders in Italian companies with similar marketing system.[3]

In 1998, the group started the selling of resting products.[4]

In 1999, the company began commercializing in the Spanish market, selling latex mattresses. Since then mattresses have been the company's main product.

Between 2002 and 2005, the company expanded and abandoned its line of homeware, becoming a company that solely sells resting products. The increase in business required managers to rethink the company's internal structure. Currently the company has a board of directors consisting of the two original members and two external directors: José Luis Llano Nueno and Michelangelo were the original creators, and 'Alfredo de la Moneda' is currently the Managing Director (2002–present).

In 2005, the group Lo Monaco Hogar Canary, responsible for commercializing the Group's products in the Canary Islands and Lo Monaco Distributionin order to vertically integrate the logistics. In January of this same year,Miguel Angel Llano takes over the position of CEO and the company increased its profitability.[5]

In 2007, the company suffered more changes motivated by the need to adapt to new market trends, culminating with the launch of a viscoelastic mattress.

Sleeping technology

In 2010, Group Lo Monaco launched a mattress base,[6] which allowed the sleeper to personalize the rest equipment,[7] on the basis of the morphological characteristics of the sleeper.

In 2011, the company started selling a new mattress with three sleeping features: comfort, stability and optimal temperature. This new mattress is the result of years of study in the R&D department of Lo Monaco.

Logistics management

The group has a 50% co-shared company with a Logistics specialist: Lo Monaco Distribution, based in Guadalajara, for Spanish territory distribution. This company makes the delivery, installation and removal of the products sold. "

From Andalusia, everything is managed from Granada, where the headquarters of the Group and also have an office in Islands.

Corporate responsibility

The company has worked with the program Pillows & Pillows – Desarrollo & Development of the Women Together foundation:[8] a multicultural and multiethnic project which favored the creation of a distribution channel for micro-credit and Development products. Lo Monaco Group facilitated filling the cushions that were exhibited in the sample and the foundation presented the work of many women artisans from various countries around the world, following various processing techniques.

Among other initiatives, has also collaborated with other foundations[9] such as: Intervida Foundation, Casa del Agua de Coco, Médicos del Mundo, APFEM, Red Cross, Madre Coraje, Messengers of peace Granada, Titiritas Clown, Vicente Ferrer Foundation, Down Syndrome Association, among others.

Associations

The Monaco Group belongs to the Spanish Association of Electronic Commerce, which integrates businesses and organizations interested in the development of digital economy impulse and defense of their interests.

Television and advertising

Their products have always been commercialized through television, Internet and malls, this Spanish company is recognized through its continued presence in TV programs and sponsors such as:

Galería

References

  1. ↑ Casos de marketing estratégico en las organizaciones - José Luis Munuera Alemán, Ana Isabel Rodríguez Escudero - Google Libros. Books.google.es. 2009-09-18. Retrieved 2012-09-24.
  2. ↑ "Lo Monaco Group" (PDF). Diazdesantos.es. Retrieved 2012-09-24.
  3. ↑ "Grupo Lo Monaco descansa con tecnología IP - Reportajes - Mercado - Redes & Telecom". Redestelecom.es. Retrieved 2012-09-24.
  4. ↑ Estrategias de marketing: De la teorνa a la prαctica - Josι Luνs Munuera Alemαn, Ana Isabel Rodrνguez Escudero - Google Libros. Books.google.es. Retrieved 2012-09-24.
  5. ↑ "CBA Report" (PDF). Economiaandaluza.es. Retrieved 2012-09-24.
  6. ↑ "La última innovación en bases de descanso: Somier Anatómico Posturtherapy de Lo Monaco". Asesoriacomunicacion.com. Retrieved 2012-09-24.
  7. ↑ "Investigaciones para dormir mejor". Muyinteresante.es. Retrieved 2012-09-24.
  8. ↑ "Grupo Lo Monaco Colabora Con La Fundación Women Together". Marketing Directo. Retrieved 2012-09-24.
  9. ↑ "Grupo Lo Monaco en GuíadePrensa.com". Guiadeprensa.com. Retrieved 2012-09-24.
  10. ↑ ""La mejor publicidad es tratar bien a los clientes" | Edición impresa | EL PAÍS". Elpais.com. 2004-08-01. Retrieved 2012-09-24.
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