Egypt

Hard-won strength in Egypt's domestic market doesn't mean that its best performing companies aren't looking elsewhere too.

Pyramid Paper Mills, a subsidiary of the Greek Zeritis Group, has predicted a sharp increase in sales starting in 2002, confident that its firm commitment to the local market and growing presence internationally will consolidate its position both in Egypt and on a global scale.

The company is based near Cairo in the fast-growing new city of Sixth of October. Its general manager, Christos Cavallis, has set the goal of increasing Pyramid's production to over 25,000 tons in 2002.

"We have many advantages over other tissue paper manufacturers in this field," he says. "First, in terms of size we are the biggest; we are the leader in special tissues, envelopes and paper. Since 2001, we are also ISO environmentally certified. This means we must constantly keep updating our technology and quality. We aim to maintain this market position."
Pyramids Paper Mills General Manager Christos Cavallis

"The second element that sets us apart from others is our commitment to high-value products. We import the raw materials, and then produce prime quality, non-recycled paper. One of Egypt's major concerns is to improve productivity while keeping water use low. With our advanced technology, we recycle large quantities of water," he continues.

The company's main target is the domestic sector where it sees huge potential for growth. "Pyramid Papers has redefined its strategy, and now has a very strong marketing campaign," Cavallis explains. "Branding is very important to us. For example, if you mention the word 'Flora', one of our strongest brands, to anyone in Egypt they will probably reply that it stands for tissue that is both soft and strong. Through our campaigns, we have found our customers to be very loyal and it has helped us work out how to approach our customers in a way that adds value to the relationship."

However, Pyramid is also strongly international in orientation, exporting to Europe and the US. "Today we must constantly look for new markets to build our customer base," he says. "We are always looking for new strategic partners, and keeping an eye on all the continents, including Asia. If we work more closely with Africa, eventually there will definitely be opportunities in the Asian market as well."

TOP