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Master Builders Solutions® Launched in Emerging Markets
Published Nov 24, 2013
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BASF announced the launch of Master Builders Solutions brand in the Gulf Cooperation Council, Russia, Turkey, as well as Kazakhstan. The brand strengthens BASF’s industry orientation: It stands for BASF’s commitment to provide the whole construction industry with tailored products and solutions. Master Builders Solutions has already been introduced in the Asia Pacific region. It will be completely rolled-out worldwide by the end of the second quarter 2014.
Master Builders Solutions draws on a number of successful specialty brands such as Master Builders®, Glenium® and Ucrete®. It is based on a more than century-old tradition of innovations for the construction industry. “In Master Builders Solutions, we concentrate our ability to collaborate across technologies and functions on a global scale. That way, we create solutions geared to meet the individual construction challenges of our customers,” said Dr. Tilman Krauch, president of BASF’s Construction Chemicals division.
The range of products and services marketed under the brand features a global naming system, helping BASF to support customers and partners with constantly high quality and consistent products and services. The portfolio of products and services marketed under the brand embraces chemical solutions for new construction, maintenance, repair and renovation of buildings as well as infrastructure: concrete admixtures, cement additives, solutions for mining and tunneling, waterproofing, sealants, concrete repair & protection, performance grouts, high-performance flooring products and tiling solutions.
The launch of Master Builders Solutions in Russia, Turkey, the Gulf Cooperation Council countries and Kazakhstan will support BASF in further strengthening its position in these emerging markets. Africa, Azerbaijan, and Jordan will follow in May 2014. “The introduction of the brand underlines that we are more than a supplier of individual chemical products. BASF combines its products and services under one brand to be the solution provider of choice for the whole construction industry. The new brand also highlights our position as truly global player in the construction chemicals industry,” said Dick Purchase, head of BASF Construction Chemicals division in the ORA region (Orient, Russia & Central Asia, Africa).
The United Arab Emirates economy is headed for the fastest expansion in six years, with high levels of investments in infrastructure and buildings. “We have been involved in most of the major projects built in the Emirates in the last 35 years from the Dubai Creek in the 1980’s, the Dubai Chamber of Commerce Building in the 1990’s and more recently the iconic Burj Khalifa. We are proud to be part of this progress by offering solutions, which are based on our global know-how and provided by our local experts,” said John Sarkis, General Manager.
Posted by
VMD - [Virtual Marketing Department]
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