MIDDLE EAST
123 lightweight product but with the beauty and look of slate . That ’ s one of the inventions we have worked . Of course , we keep on inventing and making the system more user friendly and easy to install , using tooling which is more friendly and safer for installers .”
Beyond reformulating products , Kefi also explains how the business has introduced more innovative ways of marketing and reaching out to its customers in the first place . “ We are very active on social media and try to reach out to the end users to make them aware of our product , our advantages and what it is giving to them ,” he adds . “ We want them to use our products and let them experience the durability , the warrantee , the cost saving they ’ ll have in the long term and in the short term because of the installation cost .
“ We have already built up a very high brand equity in the region . We are the largest branded metal rooftile supplier , and that is in part due to what we have invested in marketing ,
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