Jovan Milivojevic, Sales and Marketing Manager at Keramika Kanjiza - We are planning to increase export and modernize production section

(Jovan Milivojevic)

Plant for production of ceramics plates "Keramika Kanjiža" was set up in 1980 and for more than three decades have been a synomym for quality. Over the years, the plant was growing and developing and today it is one of the leading producers at domestic market. Using the most quality production equipment, Italian colors and design, products of "Keramika Kanjiža" are the world quality of domestic production and thus single out of competition in Serbia, Jovan Milivojević, Sales and Marketing Manager at "Keramika Kanjiza, says for eKapija.

Through digitalization of 75% of production process annual production capacities increased and the main focus is keeping the leadership position at domestic and foreign markets penetration.

In 2013, "Keramika Kanjiza" was the first in Serbia to introduce Ink Jet digital printer in regular production and thus set up high standards at domestic market of ceramics plates. Since that time, Ink Jet became a constitutional part of quality production and in January 2015, the company invested in the third digital printer.

"Keramika Kanjiza" was developing plates product range in serial production and thanks to the most modern equipment and top designers, in 2014 it expanded its offer with plates which can be personalized and designed upon customers’ request.

The company hires more than 200 people and annual production capacities total 3,3 million square meters.

We discussed with the Sales and Marketing Manager of "Keramika Kanjiza", about construction industry in Serbia, export potentials, new projects and investments.

eKapija: We have another crisis year behind us where construction industry decline was recorded. What were your results like?

- We have a very difficult year behind us where the biggest and the most stable systems had problems with liquidity, demand and goods placement. However, despite all problems, "Keramika Kanjiza" succeeded in making progress in Q2 2014 so compared to 2013, one can see increase of sale and profit.

eKapija: How many percent of goods do you place in Serbia and how much do you export? In which countries?

- Current ratio of our product placement is 60% vs. 40% in the favor of domestic market. We mostly export to Bosnia and Herzegovina and launch it to many markets in the region and Europe, Croatia, Slovenia, Montenegro, Hungary, Romania, Austria, Sweden and Slovakia. Our objective is to open new markets with focus on Greece and Germany since products of "Keramika Kanjiža" are plates of top quality which comply with all domestic and European standards. Along with the new markets, we also want to, by the end of 2015, increase percentage of export placement, keep percentage at domestic market and thus equal total goods placement 50% vs. 50%.

eKapija: How are you dealing with imported products?

- The biggest competition at domestic market are plates coming from stock of various closed plants.

Sale of these products is based on the story that it is Italian or Spanish plate however, customers do not know it is the second or the third class which is bad or has a flaw, whichever country of origin it is. Apart from that, without adequate control, domestic market is open for lower class products which due to strict control cannot be imported to other countries in the region and Europe.

Although it was not easy to fight this problem, there is a way. It implies constant education through media and different associations for customers’ protection.

eKapija: What are your current capacities? Are you planning to start new production , invest in expansion or something like that?

- Annual production capacities at "Keramike Kanjiza" totals 3.300.000 m2, 75% of production being digitalized with top three Ink Jet digital printers and the most modern Italian equipment, New method of production, quality clay which the Italians use also, top machines and design enabled us to be equal with many world famous Italian and Spanish brands in the production of ceramic plates field.

Although we are currently focused on production of commercial ceramics for residential and office space, we are planning product range expansion for industrial purpose. Since we were set up, 35 years ago, we have been trying to set up high standards so investments for production development and capacity are always priority.

eKapija: What are the most important projects you are involved in?

- Since economic crisis influenced construction industry, the number of projects decreased to great extent. However, despite the small number of investments, "Keramika Kanjiza" managed to participate at many projects in the last two years such as catering facilities in Kopaonik, Zlatibor and Montenegro. However, I would single out Andric grad in Visegrad (Bosnia and Herzegovina), Stara planina hotel as Olympic town Sochi in Russia as the most important ones.

eKapija: What are the plans for the upcoming period?

- Investments for product range expansion, increase in quality at even higher level and overall modernization of production department are priorities for the upcoming period. With multi-decade recognizable product quality of "Keramika Knajiaa", development of design at the level of world producers is an excellent boost for us and we will try to position brand even better, both at domestic and regional markets. Apart from that, we will be focused on new projects, new markets opening and keeping leadership position at domestic market.

ekapija: What are the world trends when it comes to ceramics?

- The world trend which domestic market does not buy easily is large dimension plates, known as granite plates. There are almost no projects in Serbia so demand for the plates is very small.

M.K.