From local to global

Berna ErbilekMarketing DirectorEczacıbaşı Building Products Division

Milestones of the brand

business target is;

to continue its dominant leadership in the

domestic market and being in top 3 bathroom

brands in the strategic markets.

Business development model

Product

Portfolio

Organisation

BRAND

Communication

Package supported by

local sales

organisations to touch

CUSTOMERS- Private

- Professionals

(architects, projects)

Service Package

SUPPLYMulti manufacturing

centers (TR, EU, RU)

Local Stocks

(TR, EU, UK,RU)

DISTRIBUTION

Wholesale, retail,

DIY

Market Strategy (where to compete)

strategic priority markets to be defined for Geographical

Coverage and targetting customers (private and professional)

Source planning to be SOLUTION PARTNER

5 million pcs ceramic sanitaryware

550K pcs seat and cover

150K pcs concealed cistern

mechanism

3 million pcs bathroom faucets

2,5 million pcs bathroom accessories

350K pcs acyrilic bathtubs and shower trays

120K modules bathroom furniture

23 million sqm ceramic wall and

floor tiles

Production sites

Customerdrivenapproach

CUSTOMER FOR

LIFE

NEED

SEARCH

POINT OF SALES

LOGISTICS

EXPERIENCE

CONTACT

DEFINELOYALTY

RECEIVE

DECIDE

NEED• New house

• Renovation

• New functions

• New styles

SEARCH• Magazine

• Internet

• Social network

• Interior designers

• Brand awareness

• Showroom

POINT OF SALES• Display

• Product variety/

design/ quality

• Printed material

• Sales competency

• Availability

• Price/performance

• After sales service

LOGISTICS• Delivery time

• Packaging

• Delivery accuracy

EXPERIENCE• Quality

• After sales service

• Relation

Customer

PRIVATE

NEED

SEARCH

SALES SERVICE

EVALUATELOGISTICS

EXPERIENCE

RELATIONSHIP MNG.

NEGOTIATE

DEFINEOPPORTUNITY

RECEIVE

DECIDE

CONTACTLOYALTY

NEED • New construction

(commercial, residential)

• Renovation (commercial)

• New functions

SEARCH• Direct relations

• References

• Literature

• Internet

• Brand awareness

• Showroom

SALES SERVICE• Product variety/ design/

quality/functionality

• Sampling / display

• Architectural planning

support

• Technical support

• Communication kit

(printed & digital)

• After sales service

• Sales competencyEVALUATE

• Availability

• Terms and conditions

• Price / performance

• Other decision makers

RELATIONSHIP

MANAGEMENT• Continuous relationship

LOGISTICS• Delivery time

• Delivery accuracy

EXPERIENCE• Quality

• After sales service

CUSTOMER FOR

LIFE

CustomerPROFESSIONAL

architects, contractors, interior designers,consultants, investors,real estate developers

Brand vision

VitrA, redefines the bathroom, changing its perception in the mind of consumer and

differentiate by design.

VitrA bathroom and ceramic surfaces offer;

Technology

Material & size selectionsTrends in fashion and architecture Aesthetic, functional and innovative surfaces Max hygiene / min water cons.Experience space

Simplexity is the key factor

to generate cost effectiveness as well as to establish better understanding of the product features by the customer

Focus on Sustainability in

production and products

Quality of product services need to be

increased in order to have competitive advantage

Design strategy

Matteo Thun

NOA

Defne Koz

Nexus

Solutions

Communication language

VitrA bathroom culture

architecture

architecture

architecture

architecture

architecture

ceramics

ceramics

hammam

hammam

hammam

hammam

Point of Differentiation

Bathroom Culture

Aesthetic Architecture Functionality

What are the achievements.....

VitrA products are

displayed in

prestigious

showrooms

internationally

VitrA, Köln

VitrA, Köln

VitrA, Cork

VitrA, Sofia

VitrA, Moscow

VitrA, Moscow

VitrA, Kazan

Xian

Pekin

Nanjing

Changshu

Vic - Spain

St. Petersburg

Thessaloniki-Greece

Syria

Baku, Azerbaijan

Riyad, Saudi Arabia

Yerevan, Armenia

Bucharest, Romania

Tunusia

Singapore

Algeria

Estonia

Beirut, Lebanon

Erbil, Iraq

VitrA products are in

prestigious projects

internationally

Cultural

Travelling

Cultural

Health Education

ShoppingLiving

Working

CUSTOMERProfessional

Sheremetyevo Airport, Moscow

Munich Airport

Tiflis Airport- Georgia

Heathrow Airport - UK

Wembley Stadium, UK

Astana Stadium - Kazakhstan

Jumeirah Beach Residence, Dubai, UAE

W Hotel, Doha

WaterFront

Trinidad & Tobago

Al-Mahary Hotel, Libya

Roomers Hotel, Germany

Emerald Residence - Romania

Ibis Hotel, Avustralia

Marriot Hotel - Kazakhstan

Hyatt Regency - Kiev

Icebar - UK

Bobino Club, France

Heron Tower - UK

Great interest to

VitrA in worldwide

media

pr coverage

pr coverage

pr coverage

pr coverage

pr coverage

pr coverage

Time Magazine

pr coverage

As a result of VitrA growth strategy.....

Look in the future

Innovation is critical for

sustainable growth

Sustainabilityis critical for

competitive advantage

Blue Life is the production philosophy, design attitude and management outlook of VitrA. Blue Life means reducing the use of non-renewable resources in the production process. Blue Life means making significant investments towards boosting eco-efficiency. Blue Life means developing products that promote power and resource conservation at the end-user level driven by a concern for the environment and for our collective future.

we believe managing the future requires efficient management of our natural

resources today. And gooddesign involves takingresponsibility forresource conservation.

Innovation CenterBozüyük

if we care tomorrow from todaywe can have the future...

Thank you