Zinox El Zenouki and Master El Zenouki, which specialize in household cookware, have successfully developed their sales and marketing operations and expanded their customer base in the domestic market this year by increasing direct dealings with traders, developing discount policies, and revamping in-store product displays through dedicated display units and stands, while preparing to begin production at a new factory in mid-October.
Mahmoud El Zenouki, Chief Executive Officer of Zinox El Zenouki and Master El Zenouki, said the companies began developing parts of their sales policies at the start of the year, after previously relying more heavily on major customers and traders to reach other segments of the market.
El Zenouki added that the new strategy aims to expand direct dealings with medium-sized and smaller traders, increasing the number of points of sale and giving the companies a broader presence across the governorates where they already operate.
He explained that the companies are focused on deepening their presence within each governorate by reaching new areas and traders, noting that the number of new customers has become one of the key indicators used to measure the performance of the expansion plan, and that the companies have exceeded their target for acquiring new customers this year.
Developing Discount and Display Policies
El Zenouki said the expansion of the customer base has been accompanied by the development of discount policies and sales tiers, as well as the design of commercial terms and offers tailored to different customer sizes, making direct dealings with the companies more competitive for traders.
He added that the companies are revamping the way their products are displayed at points of sale by preparing dedicated display units and stands to be provided to customers and traders, giving the products a more distinctive presence inside stores and strengthening the brands’ visibility among consumers.
He stressed that developing the visual identity at points of sale forms part of an integrated plan to support product distribution and enhance competitiveness, alongside increasing the number of traders dealing directly with the companies.
New Factory to Begin Production in Mid-October
El Zenouki revealed that Zinox El Zenouki is targeting the start of production at its new factory, which specializes in serving sets and spoons, by mid-October, as part of a plan to increase production capacity and add new models and collections to its product portfolio.
He explained that the start of operations at the factory will pave the way for launching new products in the market, while supporting the company’s ability to meet the needs of its growing customer base and keep pace with plans to expand its market presence in the coming period.
At the same time, the company is developing new designs and products, some of which will be unveiled during its participation in specialized trade fairs, as part of efforts to link production expansion with product development and a stronger marketing presence.
Participation in a Specialized Trade Fair in Turkey
El Zenouki said the company is preparing to participate in a specialized trade fair in Turkey in September, with the aim of reviewing the latest trends in the household cookware industry, designs, and products, and exploring opportunities to develop the company’s portfolio in the coming period.
He added that the company aims to strengthen its presence at specialized local and international trade fairs, viewing them as one of the main tools for showcasing new products, communicating with customers, and supporting the spread of the brand.
El Zenouki stressed that the company’s strategy for the coming period is based on expanding its presence and increasing direct dealings with traders, developing display and marketing methods, while simultaneously increasing production capacity and launching new products, thereby supporting the presence of Zinox El Zenouki and Master El Zenouki in the domestic market.
