PRESS NEWS

Totaline; World’s Greatest Chain Market for Spare Parts

31.08.2008- (Tesisat Magazine)

TOTALINE, a company and trade mark of Carrier Corporation, is a chain of markets selling products, spare parts, installation, fitting, maintenance, repair materials and equipments for heating, cooling, climaxing, ventilation, water distillation, pressurizing and automatic  control  sectors both by wholesale and retail. TOTALINE aim is to have a dynamic and growing chain of markets in Turkey in his business. We have an interview with Mr. Kemal BIÇAKÇI, Alarko Carrier After Sales Group Assistant Coordinator about foundation, development, marketing activity, plans and targets for the future of Totaline.

Foundation of Totaline Turkey

Totaline as the first spare parts market for heating, cooling, climaxing, pumping, water purifying and pressurizing, has opened his first market in Istanbul-Dudullu in 2002, second in Ankara  in 2003, and third in Izmir in 2004.

As we mentioned ‘One Stop Shopping’, today we are serving to our customers with a portfolio of more than 30 thousand products and 255 thousand types. We are aiming to become a market that our customers should find any of their requirements without searching elsewhere. We are adding new products to our product range every year according to requests from our customers.

Serving local manufactured spare parts as well as main manufacturers’ in his shelves, Totaline has started to supply spare parts to Alarko at the beginning, in time with his growing substructure has become to serve other brands like Baymak, Ferroli, Demir Döküm, Airfel, Iklim-Sa, and Buderus.

Our shop is the place of resort for cooling and climaxing agents and services about the products like compressors, cooling gasses, copper pipes, hand tools and for heating agents and services about the products like tri-way valves, heat exchangers with plates, gas valves, circulation pumps. FAP label application on Totaline products is another fact that reinforces confidence on the customer, by the label named ‘Factory Authorized Parts’, it is certified that the parts are original coming from the main manufacturer. These products that are not so familiar in Turkey are sold in their packing. This is one of the variations Totaline created.

Structure of Sales and Distribution Pass

First agent in Turkey was Teknik Motor Bursa, in year 2005. Then the second agent was in the European side of Istanbul, in year 2006.  In 2007, we have opened two sales points. One of these is is Frigoven having activities in Istanbul, the other is Serdaroglu company having activities in Ankara. Except from our agents and sales points more than 10 wholesaler companies are making sales of some of our products in Istanbul, Ankara, Adana, Konya, and Sanliurfa. We have opened Totaline - Aydin Market in July.

The most important functions in our organization are stocking, stock management, logistics, marketing and sales consulting. To stock many amount of products requires an important financing and serious stock management. Each of our shops has own warehouses. Besides we have a thousand square meter warehouse as center warehouse. Logistics has the most importance when supplying from far countries is required. Because the products for sale are technical products, our trained, knowing and recognizing the product sales consultants effect our service in a positive way.  Training is a topic we are sensitive and attach more importance. We are giving personal progress training to all our employees towards our institutional target.   Besides, our sales consultants are having technical training about the products.

Contents of Our Markets and Service Variations

We have a quite comprehensive and particular institutional book. We are carrying out all our working appropriate to the standards in this book. Many executions was planned such as appearance of the employees and accepting customers, and big or small each Totaline market uses the same standards. Our customers can comfortably walk around our markets with a shopping basket like a supermarket and can supply any spare parts they need by us.

Totaline is serving in a totally different way, breaking out the routine in the other sales places in Turkey.  From our sales consultants accepting customers after having specific trainings to offering tea or coffee many remarkable matters are being ordinary applications in the framework of Totaline.

Also according to the request s coming from our customers, we are performing ‘Practical Product Advertisement Cocktails’ in our markets. In these advertisement cocktails the product is advertised, practical trainings are done and some offers are made to the participants.  At least two meetings are performing every year.

Turkey Spare Parts Market

Despite there is not an official info, we estimate the amount of spare parts sales is around 200 million USD in Turkey.  The market has about 100 companies, with small, medium and big scales.

Totaline never was a company running after daily achievements. All the work done from the foundation till now was weighted on advertisement and infrastructure. Majority of our marketing activities are formed by campaigns. We are having campaigns before the seasons of heating and cooling to present more advantageous terms to our customers and keep them ready for the season. We announce our campaigns to our customers by e-mail also.

We are attending to ISH-SODEX Fair put in order biennially. Fair supports us to advertise our products to our customers and meet the companies that we buy products.  We are handing out some promotions useful for our customers. Appropriate to our activity plan we are putting in order new product introducing meetings and technical and information trainings.

Plans and Targets for the Future

Our development is continuing towards our targets starting from our foundation. Our turnover has increased four times in last five years. 2008 has been a new expansion and progress year for us. We have added automatic control equipments to our product range from the beginning of 2008 expanding our assortment. 

Totaline Ankara Market was moved from Batikent to Balgat to the new and more central place in February 2008.  Totaline Izmir Market, working as a representation from its foundation has opened in its new market in Yenisehir, in May 15 2008, with many represents of the sector.   

Our studies on the web page will be finalized on 2008 and by www.totaline.com.tr address our customers will reach all our product information and catalogues. Our studies on the infrastructure for online sales is going on.   Our aim is to open at least two new markets and form four sales points. For the next years; we are planning to have agents and sales points in Antalya, Adana, Kayseri, Konya, Samsun, Trabzon and Erzurum.

TOTALINE

TOTALINE is a company and trade mark of Carrier Corporation, one of the world leading companies, in heating, ventilation, climaxing and cooling sectors.  Totaline is a market chain founded in 1984 in the borders of U.S.A by American Carrier Corporation with 7 markets. 

Totaline management centers are in America (RCD), France (ERCD) and China (ARDC). Totaline markets are in all continents and over 50 countries and in total of over 900 markets.  Over 200 markets are in USA, 34 in Canada. Other major countries we are acting are Mexico, Brazil, Argentina, Chili, Columbia, Philippines, Puerto Rico, Australia, Saudi Arabia, Lebanon, Jordan, United Arab Emirates, Qatar, Kuwait, Israel, Italy, Spain, Germany, Greece, South Africa, China, Singapore, Thailand, and India.