UNMIK on air
(By Gëzim
Kasapolli)
SLUG: “EXPOKOS 2004” is the 6th international
fair in Kosovo organized by the “CEOKOS” company, in which 80 local and
international companies and manufacturers presented their products and services
to the public in Kosovo in an effort to enhance business relations between the
local market and the international sector.
“EXPOKOS 2004” is the 6th international fair in
Kosovo organized by “CEOKOS” company, in which 80 local and international
companies and producers presented their products and services to the public in
Kosovo in an effort to enhance business relations between the local market and
the international sector.
Hello and welcome, this is UNMIK on air.
During the second week
of April, the Prishtina Youth Center -- “Boro and Ramizi”—hosted scores of
local and international businessmen and their goods and services … The problem
many Kosovo-based businesses face is getting the word out to potential clients
and customers in the region and beyond borders.
Ymri Xhema is the representative of the “BENCOM” factory
based in Ferizaj which specializes in producing synthetic bathtubs, bathroom
fixtures and accessories. Xhema says forums such as “EXPOKOS” are invaluable to
promoting Kosovo-based businesses:
Ymri
Xhema: Usually we had a lot of
benefit from all the fairs organized by CEOKOS. Last year we signed some very
valuable contracts with Macedonia that enabled our company to export our
products to Macedonia.
Xhema adds that EXPOKOS is an opportunity to showcase how
domestically produced goods fare in quality and service next to their
international counterparts.
Xhema describes some domestic products as superior in
quality to various imported brands… saying there is more attention to detail on
a smaller manufacturing level.
But getting the word out on products, services and quality
is not so simple in Kosovo.
Marketing and advertising is a relatively new strategy in
Kosovo. But as more and more large and
medium businesses emerge in the growing Kosovo economy, some are opting to use
marketing advertisements in companion with showcase forums like EXPOKOS.
Bajram Binaku is the director of marketing at arguably the
most recognized brewery in Kosovo – Birra e Pejës. Binaku says even as his product is already widely recognized in
the marketplace, companies such as Birra e Pejes never underestimate the
importance of marketing and advertisement:
Bajram
Binaku: Every producer that has a
positive business and is capable of doing so needs marketing in order to remain
consistent with the level of quality of products offered for sale. On the other
hand even those companies who do not have constant profit and sale should have
their marketing although the first condition in the quality of the product.
Fortunately, we at Peja Brewery do have the quality required.
Even as companies are
now implementing marketing and promotion strategies to boost business, there
are some businesses like the Kosovo- based “KLLOKOT mineral water” which opted
to participate in EXPOKOS to reconfirm their quality to potential customers.
Ekrem Pirra is a sales
manager at “Kllokot water”:
Ekrem Pirra: The fair is one of the best ways to present
different goods so we also decided to participate like many other companies. We
at “Banja e Kllokotit” do not specifically need fairs since we have our market
that is guaranteed and enough sales, but on the other hand the fair serves its
purpose.
Established
manufacturers from abroad also traveled to participate in EXPOKOS to compete
with newer Kosovo-based companies in this opening market.
Blerim
Nuredini, is a manager of “Gorenje”, a Slovenian based manufacturer operating
in Prishtina. Nuredini says that
although Gorenje products are very well known in Kosovo’s market, the company
is routinely working to improve to stay competitive with newer
manufacturers:
Blerim
Nuredini: In this fair “Gorenje” presented ceramics, new
bathrooms and kitchens. We also presented our program of microwaves. Thanks to
the 25 years of presence of “Gorenje” we believe that we have been around
enough. However, considering the fact that the competition is getting stronger
every day we also need promotions and marketing.
EXPOKOS participants who spoke to UNMIK on Air agree that
creating relations between producers of different profiles and giving the
opportunity to develop and improve products is something that the
post-socialist economy of Kosovo really needs.
The lack of marketing infrastructure is something that left Kosovo behind
other countries in the region.
Although, many of the participants hope that next year’s EXPOKOS will
have more room to accommodate a larger group of manufacturers…the EXPOKOS is
yet another step towards the long road to creating the conditions for a vibrant
market economy.
That is all for this edition of UNMIK on air. Thanks for
listening and stay tuned fore more.