AFTER a successful participation at The Big 5 show last year, Turkey’s presence this year will be even stronger with 11 companies exhibiting their latest ceramic collections.

Innovative products from this year’s collections will be displayed by the companies which include Graniser Ceramic, Çanakçılar Ceramic, Kütahya Ceramic, Usak Ceramic, Sögütsen Ceramic, Kale Ceramic, Güral Sanitary Ware, Tamsa Ceramic, Turkuaz Ceramic, Akgün Ceramic and Umpas Ceramic.
Rightfully claiming to be one of the biggest ceramic producers and exporters in the world, Turkey has increased its market share every year by blending the multicultural and multifaceted historical riches of Anatolia with modern designs and technology.
Ceramic production know-how in Turkey, inherited over generations, is a culmination of different techniques developed over 8,000 years, says Bahadır Kayan, president of Turkish Ceramics Promotion Group.
“Today, the Turkish ceramics sector has focused its attention on global branding activities under the name of Turkish Ceramics in order to compete not on the basis of price but add value to the ceramic industry, with a view to increasing the country’s exports in new markets,” he says.
Being among the world’s biggest and most important construction sectors, the Gulf region is one of the main business alliances of Turkish ceramic companies.
Says Kayan: “The ceramics sector in the Gulf operates mainly through project-based agreements rather than other types of distribution channels. Since product selection and buying procedures are done very professionally, suppliers’ capacity and quality are very crucial.”
He says that although the market has been stagnant for the last six months in the region, especially in Dubai, the Gulf will nevertheless continue be a very important market for the companies which control the whole buying process and offer competitive advantages.
“The Turkish ceramics sector is perceived to be the third-biggest in the world. For professional buyers, when considering price, performance and excellence, Turkish ceramics come right after Italy and Spain. Today, Turkish ceramics are being exported to more than 100 countries. England, Canada, the US, Germany and France are the main markets. Turkey’s total ceramic export is about $1 billion,” he says.
Kayan says that with the economic crises, Turkey’s ceramic exports to European countries have decreased this year. As a result, Turkey is looking at new markets to compensate for this drop in exports and extend its presence in other markets.
Under the umbrella of the Turkish Ceramic Federation, the Ceramic Tile Manufacturers Association (Serkap) and Ceramic Sanitary-ware Manufacturers Association (Sersa) support companies in their future-focused activities.
Turkish Ceramics Promotion Group, founded in 1997 for branding and promoting Turkish Ceramics globally, has expanded its activities rapidly in conjunction with a brand consultancy firm and an advertising agency.
As part of the branding exercise, the association has launched a new film, created a new catalogue, organised several events, released new advertisement campaigns that feature fresh new concepts and widened its public relations efforts.
Turkish Ceramics has been participating in fairs in order to promote the country’s ceramics products globally and to enhance their standing in the market worldwide. At the Cersaie fair held in Bologna, Italy, the organisation staged special shows, namely the Fire of Anatolia dance show (2007) and Shaman dance show (2008), which evoked great interest. This year again, Turkish Ceramics drew interest to its presence by organising the Mercan Dede Secret Tribe concert at the same main square of Bologna.
Turkish Ceramics will be present at Rashid Hall, Stands B191, B201, C191 and C201.