Dr. Trey's Synthetic Porcelain
Mfg by the L. D. Caulk Co
Dentsply International Inc. produces a complete range of equipment and materials designed for prosthetic, preventive, and restorative dentistry. It is the world's largest manufacturer of artificial teeth and consumable dental products and spends more on research and development than any other dental company. Products are marketed under the Ash, De Trey, Dentsply, and Caulk brand names and include artificial teeth, teeth implants, dental caulk, and surgical tools and appliances.
Early in its existence, Dentists' Supply Co. had entered into a distribution agreement with E. de Trey & Sons, an upstart dental distribution business founded by two young Swiss men whose father had invented an improved form of gold tooth filling called 'Solila Gold.' Caesar and August de Trey had come to the United States to sell their father's filling product, but soon realized that 'American dental products matched the preeminence of American dentistry' and decided to export these products to Europe. They set up an office in London, from which the youngest of the two brothers, Caesar, sought to conquer Europe with American dental products. Within a decade, E. de Trey & Sons became Dentists' Supply Co.'s sole distributor. As Dentists' Supply continued to introduce new products, De Trey continued expanding its markets and by 1923 Dentists' Supply products could be found in Paris, Milan, Petrograd, Brussels, Zurich, New York, Moscow, Madrid, and London.
Sales slowed slightly when World War I brought about heavy tariffs on imports into European countries. This inspired Dentsply to establish tooth manufacturing operations overseas, the first of which was built in Paris in 1920. The postwar years were profitable ones, with De Trey making significant progress selling Dentists' Supply dentures and related products worldwide. However, when sales began to slacken, the manufacturing/distribution team found itself engaged in a fierce battle with London-based Ash Company, a leading producer of denture equipment. As they fought for control of the European and American dentures markets, the two rivals began slashing prices drastically. Dentists' Supply's Twentieth Century Tooth, marketed under the name Solila in Europe, had captured the largest market share, but both companies had cut prices so low that neither could generate a cash flow.
The war between De Trey and Ash became so grave and had such adverse effects on the dental industry as a whole, that in 1923 a group of independent dental professionals brought the two together to broker a settlement. The following year a solution was agreed upon: Ash and De Trey merged their distribution efforts to form the Amalgamated Dental Company Limited.
Around 1920, the international world of dental supply manufacturing consisted of only a handful of key players. Dentists' Supply had earned the position of being the world's largest producer of artificial teeth. Other companies dominated in the instrument and equipment fields. In 1925 Dentists' Supply purchased a 45 percent share of Zahnfabrik Weinand Sohne & Co. G.m.b.H., a German producer of artificial teeth that had been suffering from the combined effects of World War I and British and American domination of the dental supply market. The new Amalgamated Dental Co. purchased a 30 percent share in the company over a two year period. Soon after the purchase, Dentists' Supply reorganized the German factory to increase productivity and improve the quality of the teeth it produced.
After World War II, Dentists' Supply's close tie with Amalgamated Dental proved fruitful: when Zahnfabrik's Berlin sales and distribution offices were destroyed by Allied air raids, Dentists' Supply made distribution arrangements with Amalgamated's German subsidiary, De Trey Gesellchaft, to distribute its teeth. Furthermore, normal business operations in Germany had been thoroughly disrupted by the war, and both companies lost their Eastern European markets when the Soviet Union dropped the Iron Curtain, closing its borders to western businesses. Managers from both companies worked together to institute a postwar marketing strategy.
http://www.managementparadise.com/forums/marketing-management/211133-marketing-strategy-dentsply-international-inc.html
Early in its existence, Dentists' Supply Co. had entered into a distribution agreement with E. de Trey & Sons, an upstart dental distribution business founded by two young Swiss men whose father had invented an improved form of gold tooth filling called 'Solila Gold.' Caesar and August de Trey had come to the United States to sell their father's filling product, but soon realized that 'American dental products matched the preeminence of American dentistry' and decided to export these products to Europe. They set up an office in London, from which the youngest of the two brothers, Caesar, sought to conquer Europe with American dental products. Within a decade, E. de Trey & Sons became Dentists' Supply Co.'s sole distributor. As Dentists' Supply continued to introduce new products, De Trey continued expanding its markets and by 1923 Dentists' Supply products could be found in Paris, Milan, Petrograd, Brussels, Zurich, New York, Moscow, Madrid, and London.
Sales slowed slightly when World War I brought about heavy tariffs on imports into European countries. This inspired Dentsply to establish tooth manufacturing operations overseas, the first of which was built in Paris in 1920. The postwar years were profitable ones, with De Trey making significant progress selling Dentists' Supply dentures and related products worldwide. However, when sales began to slacken, the manufacturing/distribution team found itself engaged in a fierce battle with London-based Ash Company, a leading producer of denture equipment. As they fought for control of the European and American dentures markets, the two rivals began slashing prices drastically. Dentists' Supply's Twentieth Century Tooth, marketed under the name Solila in Europe, had captured the largest market share, but both companies had cut prices so low that neither could generate a cash flow.
The war between De Trey and Ash became so grave and had such adverse effects on the dental industry as a whole, that in 1923 a group of independent dental professionals brought the two together to broker a settlement. The following year a solution was agreed upon: Ash and De Trey merged their distribution efforts to form the Amalgamated Dental Company Limited.
Around 1920, the international world of dental supply manufacturing consisted of only a handful of key players. Dentists' Supply had earned the position of being the world's largest producer of artificial teeth. Other companies dominated in the instrument and equipment fields. In 1925 Dentists' Supply purchased a 45 percent share of Zahnfabrik Weinand Sohne & Co. G.m.b.H., a German producer of artificial teeth that had been suffering from the combined effects of World War I and British and American domination of the dental supply market. The new Amalgamated Dental Co. purchased a 30 percent share in the company over a two year period. Soon after the purchase, Dentists' Supply reorganized the German factory to increase productivity and improve the quality of the teeth it produced.
After World War II, Dentists' Supply's close tie with Amalgamated Dental proved fruitful: when Zahnfabrik's Berlin sales and distribution offices were destroyed by Allied air raids, Dentists' Supply made distribution arrangements with Amalgamated's German subsidiary, De Trey Gesellchaft, to distribute its teeth. Furthermore, normal business operations in Germany had been thoroughly disrupted by the war, and both companies lost their Eastern European markets when the Soviet Union dropped the Iron Curtain, closing its borders to western businesses. Managers from both companies worked together to institute a postwar marketing strategy.
http://www.managementparadise.com/forums/marketing-management/211133-marketing-strategy-dentsply-international-inc.html