More innovation to grow on foreign markets
From an article in “Il Sole 24 Ore Published on 05/03/2021
Born in 1977 in Palagiano, in the province of Taranto, Lubritalia Spa is a world reference in the supply of lubricating oils for steel rolling.
Lubritalia Spa was founded in 1977 in Palagiano, in the province of Taranto, with the aim of supplying lubricating oils for steel rolling to the largest producer in Europe, Italsider (now Arcelor-Mittal). Over the years, the company has invested significantly both in the technological innovation of its “Research & Development” laboratory and in the training of all its staff. Thanks to the quality work carried out over the years, new medium/large customers have been acquired and the range of products offered has also increased. The increase in work has also made it necessary to double the production site, confirming the progressive growth of the company's business.
At an organizational level, the company has also obtained a tax warehouse license. To constantly improve the quality of the service offered, Lubritalia has also increased over time the number of specialized professionals employed (especially chemists) and developed new products, also through projects shared with important Italian universities. Thanks to a targeted penetrating action on the national and international markets of aluminum rolling, the brand "Lubritalia” is recognized worldwide in the fields of fluids specialization for the steel and aluminum industry and emulsifiable oils. Its presence on foreign markets has grown and consolidated also through partnerships and targeted international agreements. Thanks to the high specialization of its staff, Lubritalia provides technical assistance on the plants of all the most important Italian steel and aluminum producers, such as, among others, Arvedi, Marcegaglia, Pilkington, Sideralba and Laminazione sottile. The staff Lubritalia is also a reference for the main world producers operating in Mexico, Turkey, Russia, China, India and Iran (suspended due to embargo reasons). The progressive growth of the Apulian company, always projected towards a continuous diversification of its business, experiences a fundamental moment of transition in 2008 when, to complete the range of products offered, it enters the market of engine oils and greases by entering into exclusive distribution agreements with some of the most important producers in the sector, such as Gazprom-neft, Tamoil, Gulf, Texaco and Cogelsa.
The potential additions
Since 2008, the reference markets of the Lubritalia there are, in essence, two, with different peculiarities and tendencies:
the market of special fluids for industry (specialties) and the market of automotive, hydraulic and grease oils (commodities). The first concerns products with high technological content, whose formulations are studied and customized in the company laboratories based on the specific needs of the customer, and are aimed at improving the production performance of the plants. The relative monitoring is carried out by technicians (in particular chemists) of Lubritalia through a constant and professional presence and continuous control activities. This market is characterized by medium and large-sized customers that produce steel, aluminum, coils, tubes and various industrial products. Competition is largely international and mainly represented by large-sized companies. The technical and commercial aspects certainly represent factors of fundamental importance even if, more than the price, it is above all the professional and competent technical assistance guaranteed to customers that is the real added value of high-quality products such as those supplied by LubritaliaThe commodities market is instead composed of third-party branded products (Gazpromneft, Tamoil, Cogelsa) standardized for various specific uses intended, mainly, for machinery and vehicles distributed by LubritaliaThe main products are intended for the automotive market: it is a standard offer, whose counterparts are offered, with similar characteristics, also by different brands.
Strategies and challenges for the future
The production diversification has been imagined and realized along two guidelines that foresee new products for consolidated customers and innovative formulations for developing markets. In the R&D Laboratory of Lubritalia new formulations are continuously studied and tested, with the aim of always being in tune with a constantly evolving market. The updated and widespread technical assistance is also able to effectively counter the competition on a strictly operational level. The research and proposal of customized and highly specialized formulations have always been at the center of the action of Lubritalia, strongly characterizing the company mission, historically attentive to innovation and experimentation, as a competitive advantage in which to constantly invest.
To continue to grow in the coming years, the Apulian reality is looking with ever greater attention to international markets and, in particular, to foreign countries in which Lubritalia is already present and plans to further strengthen its market share also through a more widespread presence of personnel.
This is the case, for example, of Mexico, Russia, Iran, Turkey, China, Romania, Vietnam and India. The internationalization process is completed by a constant and targeted search for raw materials abroad capable of increasing the quality level of the branded formulations Lubritalia and/or reduce its industrial cost. Lubritalia SpA, with an entirely Italian heart, is a dynamic, flexible company and, as mentioned, strongly oriented towards foreign markets. The national market remains fundamental for the company, but it is clear that, in the coming years, attention will be increasingly directed towards the global market, with the aim of seizing the numerous opportunities offered, exploiting the technical and commercial levers of experience and professional expertise. An added value destined to make the difference especially on international markets.
“The challenges that await us in the three-year period 2021-2023 – specifies Marco Musolino, CEO of Lubritalia – they are certainly important and ambitious, but we are ready to seize all the opportunities that will come from the markets in which we are already present and from those in which we plan to enter in the coming months”.
A challenge to be won, for which Musolino relies without uncertainty on the company's highly specialized human resources. They represent the real added value of the company, as they are equipped with knowledge and skills capable of solving any problem. Our staff has gained a high-level experience that will allow us, if necessary, to revise estimates, correct any errors or re-evaluate, in the right terms, unexpected scenarios by modifying, where necessary, strategies with due common sense, without for this to lose sight of the company growth which must - he concludes - have as a constant reference objective that of taking care of the customer and satisfying his every need.