Turkey presses ahead with brand new drive
01 February 2009
Turkey is positioning its ceramics industry as a brand of choice and this is reflected in its vigorous new marketing drive at exhibitions and events across the world.
Turkish ceramic products were showcased at the Big 5 show in Dubai last November under the banner of the Turkish Ceramics Promotion Group (TCPG). The group was founded in 1997 for branding and promoting the country’s ceramics globally and represents producers and exporters of Turkish ceramic products.
“Rather than just market individual products, we’ve started to create strong brands in the spirit of collaboration,” says Bahadir Kayan, the president of TCPG.
As part of efforts to promote the Turkish Ceramics brand, a video on Turkish ceramics production, current status, historical richness, technological power, its ranking in world trade and its export potential, was shown throughout the day during the Big 5 2008 show.
“Our stand was visited by representatives of many firms,” says Kayan. “We expect that our ceramic trade with the Gulf countries will continue to increase. The UAE is an important market for Turkey and our exports to the country has been increasing considerably.”
Turkey's exports to the UAE doubled within the first 10 months of the last year, compared to the total for 2007 (see table).
The country’s total exports of ceramic products worldwide in 2007 were valued at $11.1 million, including $9 million worth of ceramic tiles and $1.1 million of sanitary ware products.
Turkey’s participation at the Big 5 was one among several events organised to promote Turkish ceramics globally and enhance its position in the global market.
Another major successful participation was at the Cersaie fair held in Bologna, Italy, in October last year, where Turkish Ceramics staged the Shaman dance show at the main square of Bologna, Piazza Maggiore, which was watched by 3,000 people. This followed its earlier success at the 2007 event, when the “Fire of Anatolia” dance show received great interest.
This year’s marketing plans include hosting the 21st Unicera Ceramic and Bathroom trade fair, which will be held in Istanbul from April 1 to 5.
Turkey has continued to impress the world with its highly-productive ceramics industry for about 8,000 years and these events are part of the ceramic sectors ongoing efforts to branding and promote its products.
“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,” says Kayan. “Now, Turkey’s ceramics manufacturers are making a concerted effort to change perceptions that the industry competes only on price, and are positioning their products as a brand of choice.”
Kayan adds that the focus of its efforts was not just on quality but also on excellence in design. The TCPG expanded its activities rapidly in conjunction with a brand consultancy firm and an advertising agency.
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