Gulf Construction Online - Alupco launches new image to mark jubilee

Saudi Review

Al Fuhaid ... the new identity emphasises strength and assured quality.

Alupco launches new image to mark jubilee

01 MARCH 2001

Aluminium Products Company Limited (Alupco) has just launched a new corporate image to mark its 25th anniversary.

The new corporate identity stands for international quality in terms of both products and services, according to the Dammam-based company.

"The new corporate identity emphasises the strength and assured quality (of Alupco products),'' says Khalid Al Fuhaid, the general manager.

Alupco, set up in 1975, is believed to be the first 100 per cent Saudi aluminium extrusion company. It has grown to become a leading manufacturer of architectural and non-architectural aluminium profiles which are used for building and industrial applications.

Since its establishment, the company says it has become highly competitive in both the regional and international markets with the backing of its European technical associates who are leaders in aluminium extrusions.

Alupco's expansion programme, which was initiated in the late eighties, began with exporting its products in order to meet the demands of the Gulf and other Arab markets. In the late nineties, Alupco started exporting into the European and American markets and since then the company says it has gone from strength to strength winning international accolades.

''The company is also recognised to be the first aluminium extrusion company to bag the prestigious IS0 9001 certification in the Middle East,'' says Al Fuhaid.

Alupco has ventured into the new era with its 'One Million and One Riyals' campaign - a goodwill promotion that offers any lucky member of the community a chance to win SR1,000,001 by making a telephone call and registering one's name.

Al Fuhaid has reconstructed the paradigms of an industrial company by initiating awareness at every link of the distribution channels, including its end-users, the company remarks.

"The market is extremely pric-conscious to the extent of ignoring quality - this trend has sunk in and it shouldn't,'' he comments. ''The times have changed and the competition is getting stronger. It is time we educate the everyday consumer of who we are and what we stand for.''

"Our prime goal is to interact with the end-user to make him aware of the reliability we offer, as we apply international standards in products as well as services.

"The market needs pioneers and that's our call,'' he adds.

Alupco has also played another pioneering role by starting a special programme to train Saudi citizens at various levels. This includes local as well as international training according to the required specialisation. This programme has led the company to achieve a better rate of Saudiisation both in managerial and vocational fields.

This young company, with its advanced technology and state-of-the-art equipment holds a bright and prosperous future, says Al Fuhaid.