FAKRO has been named the winner of the inaugural edition of the prestigious Kotler Awards Poland 2024 in Europe, in the Impact Brand category. Professor Kotler’s award, recognised as one of the most significant distinctions in the world of marketing, carries profound meaning. It symbolises innovation, social responsibility, effective management, and the ability to build strong relationships with partners worldwide. Janusz Komurkiewicz, a member of the FAKRO Management Board responsible for Marketing, reflects on the company’s global position as a leading player, while proudly maintaining its identity as a Polish national brand.
FAKRO has recently won the Professor Philip Kotler’s International Award in the Impact Brand category. This is a huge distinction. What does this award mean for FAKRO?
We are honoured to be the winner of the Professor Philip Kotler’s Award, especially in the Impact Brand category. This award is a symbol of recognition not only for our marketing activities, but also for the entire company. I would like to thank the entire FAKRO team for their daily work and commitment. This award is our joint achievement. It confirms that our innovative approach to business, social responsibility and global cooperation are recognised internationally.
You mentioned innovation and social responsibility. What specific actions does FAKRO take to ensure that these values are present in day-to-day operations of the company?
FAKRO has always been committed to innovations that have a real impact on the lives of our customers, but also on the environment and society. Our products are designed with sustainability in mind, which means that they not only meet the highest standards of quality and functionality, but also contribute to the energy efficiency of buildings. Moreover, we are involved in many social responsibility initiatives, both locally and globally. We cooperate with charities and support the development of technical and economic education. Our goal is not only to create products, and more so living comfort around the world, but also to promote the Polish brand on the global market. We are pleased that as a Polish company based entirely on Polish capital, we have been recognised as an innovative international brand, effectively building a competitive advantage while contributing to the development of the Polish economy.
FAKRO is a company that is present in over 60 markets all over the world. How do you manage to maintain consistency in your marketing message when operating in such different markets?
The key to success in so many markets is the ability to adapt to the specifics of each of them, while remaining consistent with our values and strategies. Each market is different since it has its own culture, needs and regulations. Therefore, when developing marketing campaigns, we strive to make them flexible, yet in line with our global vision. Our actions are based on analysis and in-depth understanding of our local customers’ needs, allowing us to effectively deliver values to them and build lasting relationships. Despite the global scale, our approach is close to every customer, whether they are operating in Poland, France, Germany or distant Dubai.
What challenges do you see for Polish brands that want to conquer foreign markets and what do you think is key to building a strong global brand?
Building a strong global brand is a long-term process that requires consistency. These challenges are numerous, including cultural differences, regulatory barriers and competition on foreign markets. The key to success is innovation that sets us apart. We are the authors of more than 240 patent applications. This value has guided has from the very beginning and by following it we are here today to receive the Kotler’s Award for the first time awarded in Poland and Europe in general. As I mentioned, but I want to make it sound strong, this award was not given just for marketing activities, but for the commitment of the entire company. Polish brands have huge potential, as FAKRO’s example shows, but they must be ready to work hard and invest in both technological and marketing development.
You win a lot of awards, but the Kotler Awards is a brand in itself…
The Impact Brand is a great honour, but it also represents a commitment. Our goal is to further strengthen our position in international markets by introducing more innovative solutions, developing sustainable products and building even stronger relationships with our customers and partners. We want to be a brand that not only delivers quality products, but also makes a real difference to people’s lives and the environment. And we certainly strive to be perceived as a Polish national brand. I am absolutely convinced that Polish construction joinery is our national pride. Poles should be proud that in this industry they have companies that are known all over the world. For seven years now, Poland has been the leader in the export of windows and doors in Europe, and for about three years worldwide. Today, more than half of these products manufactured in Poland, are exported to foreign customers. There are certainly further challenges ahead, but we are ready and full of energy to continue working.
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