Hundreds of concrete mixers cruise by Ukrainian highways every day. And these concrete mixers supply thousands of construction sites by delivering concrete for construction of millions square meters of residential and commercial real estate. Most likely nobody is able to mention all manufacturers of concrete, but concrete with personal name is pretty famous for many builders – and this is concrete from Kovalska.
Bright-yellow logo in the center of concrete mixer became inalienable symbol of construction market of the country’s capital and “visiting card” of almost all construction projects. Its reputation is proven by millions cubic meters of shipped concrete. A dime of dozen construction object uses concrete from Kovalska. Today this concrete serves as indisputable standard of high quality, reliability and lifetime.
Brand history started at 1990. Executive group of concrete constructions plant No. 3 (today it is one of the key plants in the group), which produced ceiling panels for construction of high-rise buildings, made strategic decision – to launch production of chuted concrete. And as early as 2002 question regarding branding of production arised in order to stand out of other industrial productions of concrete.
Name of brand was not chosen accidentally, but it was chosen without focus-groups or researches because master builders on construction sites already called concrete produced by S. Kovalska plant as concrete from Kovalska. Moreover, Svitlana Kovalska, who had served as chief executive officer of the plant until 1992 and plant was named in tribute to her, she was remembered and respected in builders’ circles as characterful and strong personality.
Thenceforward active communication campaign had started. This campaign was pointed out to recognition of concrete with name and included advertising in specialized publications, participation in international construction displays, publication on external media, advertising on radio broadcasts, in subway etc. Billboards containing concrete from Kovalska subject were totally different from standard routine advertisement “Concrete and bricks are selling out”. Our advertisement campaign was audacious and unconventional.
Inscription which states “Don’t let the children come on construction site” was made in front of orange sneakers that were stuck in concrete. As it relates to important aspects of everyday life this advertisement became very effective as for those times. Later different campaigns had been following each other, were different in aims and styles, but only logo concrete from Kovalska was enough to understand what it is all about.
Outdated Soviet equipment was replaced by modern one from Poland, Italy and Germany. ISO quality control system was implemented in our company, more than 1500 recipes of concrete were developed, Innovative and technological center and fleet consisting of more than 600 concrete mixing cars were created. And this is only the beginning.
Sergey Pilipenko who is the chief executive officer of Kovalska Industrial Construction Group said: “15th anniversary of our brand is real proudness for us. We happily look back on our previous successes and confidently look into the future. We thank our clients for given credence and ready to maintain reliability and comfort of construction activities by our high-quality products. We will support economic development of construction industry”.
Kovalska Industrial Construction Group Association Press Service.
Phone/fax: (044) 591-70-44
