Gulf Construction Online - Turkey exports more ceramics to UAE

Dubai Review

Turkey exports more ceramics to UAE

01 April 2009

TURKISH Ceramics Promotion Group’s (TCPG) efforts at branding and promoting Turkish ceramics globally have already begun to show results, with last year’s total ceramic export figures to the UAE indicating an increase of 32 per cent over those for 2007.

Turkey exported a total of $14.7 million worth of ceramic products to the UAE last year, as compared to a total $11.1 million in 2007. This included $12 million worth of ceramic tiles – up from $9 million in the previous year – and $2.7 million of sanitary ware products ($1.1 million in 2007).
TCPG was founded in 1997 under the Turkish Ceramic Federation for branding and promoting Turkish ceramics globally.
“Turkey has long been known as a major ceramics player, thanks to its rich reserves of raw materials, long ceramics manufacturing history and high production capacity,” says Bahadır Kayan, president of Turkish Ceramics Promotion Group.
He continues: “Now, Turkey’s ceramics manufacturers are making a concerted effort to change perceptions that the industry competes only on price, and are positioning their ceramics as a brand of choice. The focus is not solely on quality as we are also highlighting excellence in designing and harmony. Rather than just marketing individual products, we’ve started to create strong brands in the spirit of collaboration.”
TCPG’s efforts at creating greater awareness of the quality and design of Turkish ceramic products also drew significant interest to its booth during the Big 5 show held in Dubai last year.
“About 119 company representatives visited the booth to get detailed information about the sector and to gain contacts with a view to starting new businesses. All this points to an increase in business over the coming years,” he adds.
Commenting about the market in the Gulf, Kayan says: “The ceramic sector in Gulf countries operates mainly through project-based agreements rather than other types of distribution channels. Since product selection and buying procedures are done professionally, suppliers’ size and quality are very crucial. Although there has been a stagnancy for the last six months in this region and especially in Dubai, the Gulf countries will continue to be a very important market for the companies that offer competitive advantages.”
Kayan says that global marketing activities have been undertaken, based on the experience and expertise of Turkey, a ceramic-producing country for 8,000 years. Turkey is positioning its ceramics industry as a brand of choice and this has been reflected in a vigorous new marketing drive at exhibitions and events across the world. At the Cersaie fair in Bologna, Italy, it staged The Fire of Anatolia dance show, in 2007 which created great interest, while for last year’s event, it presented the Shaman dance show at the main square of Bologna, Piazza Maggiore. This year’s marketing plans will include a major presence at the 21st Unicera Ceramic and Bathroom Trade Fair, which will be held in Istanbul, Turkey, this month (April 1 to 5).
TCPG has also launched a promotion film, created catalogues and new advertisement campaigns that feature fresh new concepts and widened its public relations efforts.