ARGENTINA – We present the interview with architect Karin Dolinka, head of marketing at Sadepan Latinoamericana, producer of melamine boards in Argentina and a subsidiary of Gruppo Mauro Saviola of Italy.

Notifix: What does Sadepan considered when planning a communication strategy as how does its parent company, Gruppo Mauro Saviola, intervene?

Karin Dolinka: Our marketing strategy has corporate and institutional image elements as general guidelines and personalized communication actions that are applicable to the reality of the Argentine market.

We maintain these parameters and highlight the Sadepan product as a guarantee of ‘Italian design’ as the axis for our communication, and the guiding concept of our business plan. Sadepan as a trend setter in melamine designs, thanks to its close relation to a leading European group that gives us the ability to access a wide range of new decors and European styles.

Notifix: What is taken into account when designing a communication strategy for a product such as melamine board?

Karin Dolinka: In principle, we consider the direction of the “melamine board” as a raw material in the furniture industry. An essential concept to address in all commercial actions.

We design all actions to achieve this goal so that the market understands that this is a material that generates emotions due to its elegant design, its trendy colors and that transmits sensations through its seven textures.

Notifix: What communication and marketing actions has Sadepan set for this 2016?

Karin Dolinka: Sadepan established its marketing policy late last year, planning for 2016. We defined an annual business plan with actions covering the institutional image – with a single introduction to the whole market – and individual actions for each sector by distinguishing: distributors, producers and professionals.

This implementation resulted from market research on sales and purchase behavior. Not being a mass product range, we must align product communication to capture the customer and the practical product use in everyday applications.

We design the campaign’s DNA with related custom actions:

“I chose to be unique” – action for manufacturers- each customer can select a decorative design from the catalog of our parent company Gruppo Mauro Saviola (Italy) and make it its own, identifying its furniture with the color, tone and chosen melamine design, becoming unique .

“Sadepan excites,” the new blog platform, a space for design lovers. A place to consult, with sections on combinations, industry personalities, styles, environments, each produced with content partners recognized worldwide.

With this we established a dynamic plan that caters to every type of client need.

Notifix: What is the campaign for this year?

Karin Dolinka: Thrilling textures. Our advertising campaign that brings together all actions of 2016. We wanted to convey a direct and strong message regarding the possibility that Sadepan offers in its textures, the only one that presents seven finishes applicable on any catalog design, but mostly by transmitting emotion in every grain. A fun, creative and highly visual campaign, which we incorporate in our ads.

Notifix: What do you expect as a closure of Sadepan’s marketing strategy for 2016 and early 2017?

Karin Dolinka: We can expect an “Innovation”, we are building and planning for the arrival of a new concept on the drawing board. We designed it all as the roadmap of the “Great Arrival,” what many will understand as the “Before and After”. With this arrival, we will have the advantage to start 2017!