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::: PULIRE Eurasia Istanbul
Speaking with Toni D’Andrea by Loredana Vitulano
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As event-tool of
effective support for
the market ...
Speaking of exhibitions
today seems hard.
There is no money, no
orders, no time. But because
of this, we must go on.
In these days, those who
work must press clients, look
around, scent opportunities,
increase their movements,
find alternatives, go further,
try and … try again. It would
be nice (we all know that) to
stay at home and choose from
a selection of orders waiting at the door for us.
But since we
can’t, we should
choose where to
be more visible.
Pulire Eurasia - that will
take place in Istanbul from
30 September to 2 October
2010 – represents an innovative
proposal to react to the
present situation acting as a
whole. Which means cooperating
intelligently to generate
something more useful for everybody
and strategic for the
companies, always paying attention
to the direct and indirect
costs that, obviously, must
be kept as low as possible,
besides any other reasonable
alternative.
This is what has come out from
a chat with Toni D’Andrea, executive
director of Afidamp
Servizi, committed to the promotion
of this new exhibition,
aiming at finding new opportunities.
“In the Middle East we have
shared for some editions the
exhibition of Gulf Cleantec
Pulire.
Dubai. The project, that in the
last edition had a tragic ending
due to forces beyond our
control, has been temporarily
suspended. A profound fi nancial
crisis has struck this region
affecting every sector of the
market, from industry to real
estate. A region that, despite
the very hard situation, is still
too expensive from the point of
view of ordinary investments:
the cost of the exhibition area
is very high, services are expensive,
hotels are expensive.
I don’t think this is the right
moment to suggest our associates
to invest in Dubai. We
have suggested, in the same
area, a very interesting region
both for the demand and the
quality of supply, an area commonly
known as Eurasia that
has its centre in Istanbul”.
 ::: Why Turkey?
“First of all, Turkey has more
than 500 companies operating
in this sector, among which
producers of equipment, machinery
and products for the
professional cleaning. It’s a
country producing capital and
consumer goods in autonomy
and exporting them to many
important markets as the Russian
one. It shares a lot with
the rest of the European Union
and benefits from agreements
and conditions. It’s a country
where the operative costs are
very convenient compared to
our standards and where the
market rules are extraordinarily
compatible with ours.
A country to compete with in
a straight fight, not like China.
For the Italian entrepreneurs/
exhibitors to compete with a valid competitor constitutes
a demanding challenge, especially
when it comes to prices.
Turkish products are cheaper
than ours, thus having a slight
advantage on some markets.
Assimilating the conditions of
the global market, means being
ready for this challenge; the
confrontation must be held in
a system of unavoidable rules
and obligations. It is certainly
not good news, for the Italian
entrepreneurs, that the Turkish
market is opening to the
world, but they know this is
the market: the more clever
ones will move with spirit of
enterprise opening a new
season of cooperation, agreements
and growth, the others
will be subject to their competition.
It is always important to
have common rules respected
by both parties.
Which are the strong points
that will determine the
participation to this exhibition?
“Turkey is part of a basin involving
250 million people
from Iran, to Kuwait, Syria,
Lebanon and Jordan. Basically
from the Mediterranean basin
to the Middle East. Turkey has
solid commercial relations
with this countries. Pulire Eurasia
refers to a market where
there are no other exhibitions, with very interesting numbers
for the cleaning sector: Turkey
alone has more than 75 million
inhabitants, Iran 70 million,
15.000.000 leaving in Teheran.
Another important aspect is
that the exhibition will spread
over an area of 3.000 square
metres, 60% covered by Turkish
companies, a share granted
by the Turkish trade association.
It will be an exhibition
representative of the market at
great economic conditions: the
price will be 150 EUR per m2
against more than 300 EUR in
Dubai. Finally, it will take place
in a period in which, between
September and October, companies
plan the budget for the
following year. Thus, those
companies interested in buying
the supplies for the following
year will deal with the final
prices of the current year”.
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