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GENÇ PRODUCTS ASSURE BEAUTIFUL SURFACE

“Starting with 2007, Kayalar Kimya will begin improving and supporting their current retailers who are selling Genç products by performing retailer optimization in the export countries. The company expects a minimum of 15% increase in their market share within each export region in 2007.”

Consumption rates of wooden floors have been rapidly increasing in Turkey within the last ten years, due to some advantageous features such as the natural structure, stability and durability of wood, as well as its convertibility to any desired color and the easy renewal options by following smoothing system. The usage of solid wood parquet has become popular in residential areas like houses a offices in accordance with the characteristics mentioned above. Consequently, maintenance products for parquet flooring became significantly important. These products are crucial in keeping the aesthetic appearance of the parquet as well as increasing the wear, scrath and stain resistance of the surfaces. Kayalar Kimya, a leading Turkish producer of floor colorizing products, parquet fillings and varnishes, has been serving the market with its trademark Genç. The company is offering four different types of floor colorizing products:

Genç Colour is a floor colorizer, produced with Italian Renner technology and can be thinned by water and solvent. Genç Tex and Fulltex are solvent based floor colorizing products. Genç Parquet Filling Varnish can be used for any kind of parquet surfaces in parquet industry. It is a filling varnish that dries fast and easy to sand. Genç Parquet Varnish has three types of single component varnishes that are unpolished, half polished and glossy.

Ersin Kenan Kayalar, the Vice President of Kayalar Kimya, indicates that the company is exporting their products to a total of 20 countries, most of which are mainly the neighbouring countries of Turkey. Ersin Kayalar also states that the most important markets for their export goals are Russia, Ukrania, Romania, Algeria and Yemen. Kayalar continues his words saying: “These markets are important for us since we know that they carry a great consumption potential of wooden maintenance and similar products. In Russia and Ukrania, 70% of the residential floors are made of parquet. In Romania, Yemen and Algeria the ratio of wooden floors is not as high as in Russia and Ukrania. However there is also a considerable tendency in using wooden floors.”

The quality of the products plus the customer-focused service of the company ensure a yearly increase in the number of customer’s portfolio. This also creates a certain sense of fidelity bond between the products and the technicians and companies in parquet sector.

Kayalar answered our questions about the company’s export activities in the world markets and expectations from them: “Export markets all around the world differ from Turkish market in terms of customers profile, market structure and competition. Therefore it is necessary to approach these markets with different marketing strategies and organizational forms and that is exactly what we are doing. For each country we create a new marketing schedule together with the analysis of regional observations that are annually updated. For each region, we form three or five annual strategies and assign the necessary actions in order to achieve them.”

Starting with 2007, Kayalar Kimya will begin improving and supporting their current retailers who are selling Genç products by performing retailer optimization in the export countries. The company expects a minimum of 15% increase in their market share within each export region in 2007.

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