Masdaf Turns the Contraction in the Domestic Market into an Opportunity by Growing in the Global Market!

Masdaf Board Member Denizhan POLATOĞLU: “As of the first quarter of 2018, the contraction in the domestic market directly affected the pump sector. As Masdaf, we turned this contraction in the domestic market into an opportunity to improve our exports to 65 countries. In line with our strategies to diversify our foreign markets, our export exhibited steady growth. In the first half of 2019, our export increased by 21% compared to the same period of the previous year. The ratio of our export to turnover reached 40%." 

We focused on digitalization activities in brand communication

As Masdaf company, which is leading the innovation and technology in fluid systems for nearly half a century, we continue to be a pioneer in the sector with our economical and environmentally-friendly pump technologies. Without slowing down, we continue our R&D efforts directed to improve the energy performances of our environmental technologies in order to compete and be sustainable in the global markets.

We continuously evaluate, analyse and improve all our processes from R&D to After-Sales Services in line with the customer expectations constantly changing with the digital transformation. We adopt an innovative and customer-oriented approach in all our processes in order to adapt to the change that comes with digital transformation. As Masdaf, on the basis of our sustainable growth lays; to follow the technological developments in the world closely, to include new production methods into our system in a short time, to develop and brand innovative pump technologies with R&D works. With all these works, we reached the position to direct our sector. Our investments and development efforts that put digital transformation at the centre of all our processes continue uninterruptedly.

In this context, we focused on digitalization activities in brand communication. We initially started the transformation with our website. Then we renewed our corporate identity and logo. We configured these innovations we made in the name of branding in line with the changing world dynamics and customer expectations. Besides the innovative products and customer-oriented services that we developed on the basis of sustainable cooperation with our customers, our branding efforts carry great importance too. As Masdaf, our biggest goal is "to provide 100% customer satisfaction under all circumstances”. Another projects we started within this scope was the renewal of our current product selection program. Together with our products newly added into Masdaf product family, we are renewing our selection program as to meet the expectations of our customers both at home country and abroad. The product selection will be more efficient with our new program that has a user-friendly interface.

In the first half of 2019, our export increased by 21% compared to the same period of the previous year.

As of the first quarter of 2018, the contraction in the domestic market directly affected the pump sector. We anticipated this contraction on time and focused on our export activities. As a matter of fact, POMSAD data also supported us. In 2018, pump export increased by 15% and reached 542.9 Million Dollars.

In last two years, we participated in numerous fairs in different countries in order to improve our export, we organized “pump seminars and trainings" for mechanical design and mechanical application offices in the region together with our overseas business partners, and expanded our overseas dealer sales channels. Briefly, we turned this contraction in the domestic market into an opportunity to improve our exports to 65 countries. In line with our strategies to diversify our foreign markets, our export exhibited steady growth. In the first half of 2019, our export increased by 21% compared to the same period of the previous year. The ratio of our export to turnover reached 40%.

Our production efficiency increased by 18% in the recent year.

We started the works that will make the information processing infrastructure of our Düzce plnats established on an area of 40.000 m² be compatible with Industry 4.0, and we are continuing our investments in smart production technologies for the last three years without slowing down. We started to reap the benefits of our investments we realized within the scope of Industry 4.0. Our production efficiency increased by 18% in the recent year. In addition to this, we aim to get a greater share from the global production value chain with our high value-added products.

With our high production technologies at our Düzce plants, we are manufacturing end-suction pumps, inline pumps, axial detachable pumps, hydrophores, expansion tanks, fire pumps, stage pumps, process pumps, submersible pumps, column pumps, self-suction pumps and gear pumps. Our products are used in many fields such as industrial processes, irrigation, heating and cooling systems, marine industry, waste water transfer, fire extinguishing processes, petro-chemical industry, agricultural irrigation, etc.

In 2019, we reserved 7% of our turnover to R&D.

With our strong R&D team, we continue to develop innovative products. In 2019, we reserved 7% of our turnover to R&D. In this context, we aimed to offer our customers long-lasting and economical usage with our new series pumps that we launched in 2019. For the first time in last October, we increased the mechanical strength with stainless steel stage structure in "Daf Series Pumps" that we exhibited at our booth at ISK Sodex Fair. At the same time, we aimed to offer our customers a long-lasting usage opportunity with this new product for which we also submitted a patent application too.

"HEXA Series Stainless Pumps" with which we will offer our customers the advantage of rapid delivery in all capacities by means of our strong semi-finished stock is another product of us that we developed as a complete stainless steel product with vertical shaft and high efficiency. The highly functional Hexa Series Stainless Pumps are used in a wide range of applications from mains water to industrial liquids with different temperatures, flow rates and pump head.

Our new “Deep Well Submersible Pump", which offers ideal solutions for deep wells and generally used in the pressurization of clean or demineralized water, agricultural irrigation, raw water supply, dropping the underground water level and industrial applications, and is free of noise and vibration because of completely operating within a fluid, is one of our products we launched in 2019.  

In 2009, for the first time in Turkey, we ranked 8th in the world listing and became the company that is granted with UL and FM certificate.

We expanded the FM CERTIFIED product family in fire pumps that are used in the pressurization of aqueous fire extinguishing systems in buildings and industrial plants and are vital in fire-fighting. Certified by UL (Underwriters Laboratories), an international independent engineering and safety company, in the recent years, our “Detachable Case Fire Pumps" have been approved by FM (Factory Mutual), the highest quality standard in the world, like our products in the other fire pumps product group. In 2009, for the first time in Turkey, we ranked 8th in the world listing and became the company that is granted with UL and FM certificate.

With "Detachable Case Fire Pumps" that are vital in fire-fighting, we aimed to ensure the safety of the buildings by providing timely response to the fire disaster that may occur in the buildings. Our fire pumps having high safety and quality standards have also been developed as economical and user-friendly.

It is extremely important that the pump to be used in fire-fighting is manufactured at the highest quality standards; however, another important issue is the “right selection” of pump technologies to be used in the buildings, in other words, the "right engineering calculations". At this point, with our team of expert engineers, we aim to offer perfect service to our customers in all of our processes from the system selection to commissioning.