The Portuguese Cork Association (APCOR) obtained approval for another project to promote cork in the international markets. This time, the budget is of 7.3 million euros, funded 80% by the program “Compete” (Programa Operacional Factores de Competitividade – Operational Factors of Competition Programme) and the later 20% by the associates (cork companies) of APCOR. It is noted that InterCork ll – International Cork Promotion (2nd phase) is the project which has received the highest support of Compete. Within the total of 29.6 million euros approved, 25% was dedicated to the promotion of cork.
“The approval of one more project of APCOR by the Compete demonstrates that the work carried out until now by APCOR has been well done and worthy of merit, and that’s why it has been recognized by the competent authorities”, refers Joao Rui Ferreira (APCOR Chairman).
InterCork ll will be a project that tends to be the continuation of the previous campaign which had a financial support of 21 million euros. The project shall continue to have as target markets Germany, USA and Canada, France, Italy and China, and shall be carried out also in some new markets as Brazil and Scandinavia. In the two first markets a campaign shall be launched to promote the cork stoppers and building materials, and in the last ones the promotion will have as main target the cork stoppers.
“With InterCork ll we will have the opportunity to continue our actions of communication in the international markets. Communication is the main strength of our activities, and the key factor for the recognition of cork and its different applications”, says the chairman of APCOR
As regards the public target, the campaign will focus on the consumers and opinion leaders, since the first ones remains the greatest allies of cork industry (as the studies carried out during InterCork l demonstrate that 83% of the consumers prefer cork). The opinion leaders are also important because they continue to have a main influence along with cellars, supermarkets and even consumers.
The key messages will continue to focus on the trilogy “cork: culture, nature, future” and will present cork as a material which is natural, ecological, and eco-friendly, but that has also shown its quality and good performance in the various products we know, like cork stoppers as well as material of design and innovation capable of being present in the different applications.
The communication tools will go through Marketing Relations, Direct Marketing, Graphic Design, Web Design, Social Networks and Internet, Public Relations and Advertising, among others.
APCOR already launch the international tender, as the campaign is expected to start in the last quarter of the present year and to be closed at the end the year 2014.
This international campaign will strategically aim to maintain and regain some share of the cork stoppers in the traditional markets, as well as to increase its share in the emerging markets. It will also have as objective to increase the share of market hold by the building materials and products of decoration, as products with added-value in some segments. Taking all this in consideration and as far as exports are concerned, we expect to reach in 2015 one billion of euros (in 2012, the exports represented already about 850 millions euros corresponding to a growth of 4% over the previous year).
Notes to the editor:
APCOR – the Portuguese Cork Association – is the only national trade association representing the cork processing industry. It was founded in 1956, in the north of Portugal, in Santa Maria de Lamas, Municipality of Santa Maria da Feira, at the heart of the cork industry.
APCOR currently has over 250 member companies which together account for 80 per cent of the national cork production and 85 per cent of cork exports. These companies operate in all of the industries sub-sectors – preparation, processing and marketing.
The objectives of APCOR are to promote and provide value to cork and its products, as well as represent and support the industry in many different fields. The main areas of intervention are: Internationalization; Innovation and Development; Information; Technical Assistance and Services; Quality; Collective Recruitment, and Institutional Cooperation.
For more information, please contact:
Tel. 227 474 040