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Beauty is more than skin deep

Portrait

Wienerberger is a multinational company specializing in the manufacture and distribution of ceramic building products for supporting walls, facades and roofs. Its Poroton ceramic wall solution with integrated mineral insulation is a world beater, while Koramic roofing tiles lead in multiple European markets.

In the cladding sector, its Argeton-branded ceramic facades also lead the European market thanks to their versatility in design and implementation. “Architects love our products because they give them real freedom to realize a grand vision,” says Managing Director Andreas König. “With Argeton in particular, we work on a project basis hand-in-hand with architects to help them achieve their vision.”

In addition to its standard colours, Argeton cladding tiles are also available in high gloss or matt glazed finishes in an unlimited range of colours for a truly striking appearance. Germany is one of the biggest profit centers for Wienerberger in Europe and the company has 18 production sites and eleven logistics depots throughout the country.

“Wienerberger has been active in Germany for over a century and we are a well-known and respected presence here,” says Mr. König. “The trend here is increasingly towards higher-quality finishes, such as those offered by our Argeton products, both in new builds and building renovations. Energy efficiency is another key consideration.”

Wienerberger takes pride in the quality of its Argeton products and knows how to set itself apart from competition. “To make an automotive analogy, we are a racing car in a market full of family saloons,” says Mr. König. “We turn heads and fire up imaginations.”

If Argeton stands for quality and sophistication, Koramic roof tiles have to compete in a much more price conscious sector. “We recently restructured our Koramic business unit to address roofers in a more dynamic way,” explains Mr. König. “We have increased our speed and efficiency in a way that roofers appreciate. We want to be faster, more proactive and ahead of the competition.”

By identifying the appropriate target group for each of its product areas, Wienerberger has been able to increase sales significantly. “Our order books are full right through into the middle of next year,” says Mr. König. “For the future, we will be targeting an individualized sales strategy and bidding on specific projects as the place to go for unusual requirements.

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