

TURKEY'S Dizayn Group hopes to strengthen its brand image and widen its customer base at this year’s gulfBID, in order to capitalise on the potential of the crucial Gulf market.
“We also aim to support our local partner in Bahrain through gulfBID, which is an important exhibition in the region,” says Hakan Özdemir, the company’s vice-president.
The company returns to gulfBID following its success at the 2009 exhibition where it won new customers and projects.
“Last year, we had a stand in the Turkish pavilion and participated in the show along with our local partner. It was a good exhibition despite the financial crisis and we had many visitors from various countries. The exhibition gave us an opportunity to showcase our products and highlight the importance we give to quality,” Özdemir says.
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Dizayn pipes ... wide variety. |
At this year’s gulfBID, the company intends to promote an expansive product line that includes sanitary pipes and fittings such as PPR (polypropylene-random copolymer ) pipes, Dizayn Oxy Plus heating pipes, Pex-b pipe, Dizayn Extra wastewater pipe and Dizayn Silent pipe and fittings; infrastructure pipes and fittings such as its PE100 sewerage pipe, corrugated pipe, PE80 natural gas and pre-insulation city heating pipe and fittings; and irrigation pipes and fittings comprising sprinkler irrigation and drip irrigation pipes and fittings.
Dizayn Group produces high-pressure pipes ranging from 12 mm to 1,600 mm in diameter and low-pressure pipes from 50 mm to 3,600 mm. These pipes can withstand heavy soil and traffic load, being made of polyethylene and polypropylene.
Its portfolio covers 4,000 different pipes and associated fittings for which 23 separate complete systems are used in production. These include sanitary products that comprise in-building fresh water, waste water and heating systems; infrastructure products including potable water, sewage, natural gas and pre-insulation city heating systems; agricultural irrigation products such as drip and sprinkler irrigation systems and drilling pipes; and radiator products (panel and towel radiators).
Dizayn Group set a world record in October 2001 by producing 1,600-mm-diameter pipes at PN12.5 pressure, Özdemir points out.
The group has a dynamic research and development (R&D) department manned by 50 engineers which develops new products and technologies.
“On the strength of its R&D department, the group produces its own machine technologies,” he says. “One such innovation is our Miracle Soilless agriculture system.”
In fact, this strength has helped it tide over the global slowdown, during which a number of countries have turned to suppliers from Turkey such as Dizayn, in preference to the more expensive European counterparts.
As part of its product diversification plan, Dizayn started the mobile production of hydroelectric power plant pipes at the end of last year. Under this system, a mobile production unit is set up on site, thus helping reduce project costs.
The group is now focused on promoting its products and services by participating in exhibitions world over. Over the past year, it has attended some 45 exhibitions.
“Besides, our new strategy will be aggressive advertising through every medium like magazines, web sites, hoardings and TV,” he says.
Dizayn considers the Gulf region to be among its most important markets and has exhibited in several exhibitions in the region.
Commenting on the region, Özdemir says: “The GCC countries were not affected as much as others though they were cautious about making huge investments. This year we expect the region to be more aggressive with their development plans.”
The company has a strong sales network, including local partners in the GCC countries, in Dubai (UAE), Bahrain, Kuwait, Saudi Arabia and Qatar.
“With the support of our local partners we aim to expand our sales in the region,” he says.
Some of the key regional projects the company was involved in include: the Emerald Palace at The Palm Jumeirah, Old Town in the Burj Khalifa District and Jumeirah Beach Residence, all in Dubai; Capital Plaza in Abu Dhabi; Porto Arabia at The Pearl-Qatar in Qatar; and six nine-storey apartments at Madinat Hamad and Bin Derbas Mosque in Bahrain.
Established in 1987, Istanbul-headquartered Dizayn has an annual turnover of $475 million. It employs a staff of 450 and has two factories, which cover a total covered area of 25,000 sq m and 135,000 sq m open space. The group exports to more than 80 countries, primarily to the Middle East, South America, Europe, Russia, North Africa, and Far East, and holds a total of 85 patents.
The company won Istanbul Chamber of Industry’s “ISO Innovation Grand Award last year. It has also been given a ‘long-term national grade AA’ rating by the Istanbul-based credit rating agency JCR Eurasia Rating – an affiliate of the Japan Credit Rating Agency (JCR). The rating considered criteria such as business success, the soundness of its financial structure and technology.
“The AA notation refers to the company’s good record on timely delivery and fulfilling its obligations,” he states.
Dizayn Group will exhibit in Hall 1 Stand 1E30 at the event.