Gulf Construction Online - Turks position ceramics as brand par excellence

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Kayan ... marketing drive.

Turks position ceramics as brand par excellence

01 October 2008

Turkey is positioning its ceramics industry as a brand of choice and this is reflected in a vigorous new marketing drive at exhibitions and events across the world.

“Turkey has been long known as a major ceramics player, thanks to its rich reserves of raw materials, long ceramics manufacturing history and high production capacity. The ceramics sector has also been a key player in the Gulf, catering to demand for tiles and sanitary ware for mega projects being built in the region,” says Bahadir Kayan, the president of the Turkish Ceramics Promotion Group, which markets the industry.
He continues: “Now, Turkey’s ceramics manufacturers are making a concerted effort to change perceptions that the industry competes only on price, and position their ceramics as a brand of choice. The focus is not restricted to quality, as we are also highlighting excellence in design and harmony.”
To this end, the association brought on board brand consultant Markam as well as the Istanbul-based DDB advertising agency to create and promote a new brand image. As part of the branding exercise, the association has launched a new film, created a new catalogue, released new advertisement campaigns that featured fresh new concepts and widened its public relations efforts.
“Rather than just market individual products, we’ve started to create strong brands in the spirit of collaboration,” he says.
The drive is also focusing on untapped markets in lesser developed countries across the world. “We want to introduce ceramic tiles and sanitary ware to people who have never used these products before and educate them on the advantages that they offer in respect to hygiene, comfort, aesthetics and durability.”
Sine the rebranding, the association has organised several events and participated in fairs to promote Turkish ceramics and improve its position in the global market by building up its image.
The association will be taking part at the Cersaie tiles and bathrooms fair in Bologna, Italy (September 30 to October 4), where it will also organise a shamanic dance show at the famous Piazza Maggiore in the city.
Next year’s marketing plans will include a major presence at the Unicera ceramic and bathrooms trade fair, which will be held in Istanbul in April 2009.