ARGENTINA – On this occasion and following the most recent product releases by the company that he leads, our interview section brings you Mr. Horacio Kern, CEO of Argentine laminated board manufacturer Sadepan Latinoamericana and subsidiary of the Mauro Saviola Group of Italy. 

Horacio Kern (51) is a Chemical Engineer from the Universidad Nacional del Litoral, Santa Fe, Argentina. His career in Sadepan began 16 years ago where he has held for the past 14 years the position of CEO.

Q. / As CEO of Sadepan Latinoamericana, what do you take into consideration when organizing a product launch?

A. / Since our inception in 2000, our vision was to be recognized as leaders in the market for our melamine board designs. Diversification, innovation and product launches are part of our company philosophy and our decisions are made by focusing on this principle that is fundamental to us. That’s why every development and proposal of new products to market is implemented considering the needs of our customers in the different marketing channels in which we operate.

Q. / As part of Italy’s Gruppo Saviola does Sadepan use upcoming European trends and new products for the local market?

A. / Being part of Gruppo Mauro Saviola, is definitely an exceptional and distinctive competitive advantage for us. The fact that we are working in permanent contact with our design teams in HQ allows us to bring to our clients the latest developments and trends taking place in Europe at the same time as they are released in major world markets.

Q. / Sadepan incorporated in the melamine decors launch a new line of wood designs called Potenza, how do you come about the theme selection for the décor papers and how do you acquire them?

A. / We evaluate yearly sales and market acceptance of each decor design. We analyze emerging global trends through the exchange of information with our Group and we anticipate new trends to the local market. We delimit types, hues and make a selection that we filter through various consumer channels to finally choose the new designs that enter our catalog.

Q. / What is taken into account when choosing a new texture and what were the elements considered when choosing the new Valiant texture?

A. / The new texture Valiant, unique in the market, is in tune with the latest Italian development known as “in-register textured” pore, offering a rustic, opaque and natural surface. A mix of linear streaks of some depth, similar to a newly sanded rough wood surface. It was selected with the idea of transmitting through this new surface the concept of “natural and real” which can be applied to any design from our collection.

Q. / Did you have to adapt or modify part of the production process to incorporate this new texture and if so, what were they?

A. / Melamine launches of new designs and textures generally are associated with changes in the parameters of paper impregnation and in the operation of the presses used in the lamination process.

Q. / How many textures does Sadepan currently offer and what is the regarding price policy?

A. / At present, and with the addition of the new Valiant texture, we have 8 different surface finish options. All of them can be applied in all the designs that are part of our collection, without affecting the final product price.

Q. / How was the communication and marketing strategy planned for this launch?

A. / A communication strategy was planned through a new online campaign, out of the box, innovative audiovisual content, accompanied by various promotional pieces for the launch of the new Potenza family of melamine wood designs and the incorporation of the new Valiant texture. A specific strategy was designed for each marketing channel, adapted to different customer profiles, dealers, furniture manufacturers and designers in order to have a personalized approach with each.

Q. / How do you think will be the acceptance of these products in the local market and exporting countries?

A. / We are pleasantly surprised with the initial impact had by our new products in different marketing channels. We have not only received rave reviews on the quality and beauty of the designs selected within the new Potenza family and new Valiant texture in a post – release survey we did, but also numerous technical consultations on combination and use of the products. We can say with satisfaction that already a significant amount of business deals have been closed which make us optimistic of the markets in which we operate.

Q. / What is the projection for 2017 and its vision for the board market in Argentina?

A. / Our estimates on the board market in Argentina for 2017 make us cautiously optimistic. We project a scenario with a partial recovery of lost volumes this year, with some transition in terms of profitability due to a realignment of costs and prices according to the new expected macroeconomic variables.