VUK VUKOJE ON A SUCCESSFUL BUSINESS YEAR IN ISOMAT
Vuk Vukoje, General Director of ISOMAT
ISOMAT is a multinational company and one of the most significant construction chemical industries in Southeastern Europe, with a tradition of over forty years. With three production facilities in Greece, Romania, and Serbia and seven subsidiaries, it exports its products to more than 60 countries globally. Following strategic steps, we aim to build brand recognition with a focus on taking a leadership position in the sale of facade systems, waterproofing, and tile adhesives in the market of Serbia and the region.
ISOMAT is a Greek multinational Group which successfully operates in Serbia for 17 years. Can you tell us more about your products and production capacities?
ISOMAT is a multinational company and one of the most significant construction chemical industries in Southeastern Europe, with a tradition of over forty years. With three production facilities in Greece, Romania, and Serbia and seven subsidiaries, it exports its products to more than 60 countries globally. The company is dedicated to constantly developing new products, and business success results from carefully planned ventures reflected in continuous investment in production facilities and infrastructure modernization, investment in human resources, and regular research and development of new products. ISOMAT produces waterproofing materials, concrete and mortar additives, tile adhesives and grouts, repair materials and paints, and ready-made mortars and industrial floors.
We are guided by the values of corporate social responsibility and sustainability, and we strive to improve not only the quality of our products and services but also our contribution to society.
You have been with Isomat since November 2021. Are you satisfied with the business so far?
When I took over the post of CEO last year, I found numerous problems that needed to be tackled seriously. No success happens overnight, so a lot of work and effort was needed to achieve today's results, and I am pretty happy with everything we achieved together in Serbia. I owe a debt of gratitude to my team and all our employees for that. For the past year, we have been operating with great success, breaking records in production and sales. We expanded and rejuvenated our team and built a new production facility of 4,000 square meters. Thanks to all this, we have set rather ambitious goals for the following period.
How important is the team you work with to you?
If you choose a quality team of collaborators you can rely on, you are on the right track. It is also vital that they know that they can count on you. We all need to be motivated and inspired together and believe in each other. We are actively working to find young leaders who will improve and raise our business to a higher level in the future. Everything I've learned in my career so far can be boiled down to the simple fact that if you have the right people in the right place, no challenge is too big.
How much do you invest in customer education? Do you organize training sessions and seminars for them?
The fact is that success in our industry, in addition to quality products, also means the fundamental transfer of competencies, knowledge, and experience directly to the place of use. That is precisely why customer training is part of our strategy. The focus of our business is on professionals who use our products daily (tilers, plasterers, waterproofing installers, floor installers, and painters). Our mission is to provide customers with the most reliable solutions that will enable them to deliver superior service with as little effort as possible. However, it is critical to note here that the philosophy and concept of learning are changing. Serbia, like the entire region, is faced with a shortage of workforce year after year, and professionals do not have time for gatherings, so a solution is sought immediately and on the spot. It is imperative for us to be with customers on the construction site and help them complete their work with quality and efficiency. We are known for our specialized approach that combines theoretical and practical presentations, workshops, and similar events.
What would you highlight as the main advantage of the Isomat brand?
The ISOMAT brand is synonymous with quality, reliability at all levels, and confidence in construction. Our products are top quality and made according to all applicable standards and regulations. Isomat has been operating in Serbia since 2005. At the time, our focus was on the exclusive placement of Isomat products. Five years later, we opened the automated production of construction chemicals and mortar. We provided funds for the factory modernization and were also enabled to use the best experience and knowledge of the Group from all over Southeast Europe. What makes us recognizable is the wide range of waterproofing materials that, with their high quality, can satisfy all the demands of the ever-growing and ever-changing market.
What is your approach to market competition, and how do you fight the competition?
When you work in a multinational company like Isomat, you have the strength of a global player. However, it's also important how you locally operate because that's where our customers are, and each market has its own specifics. The Serbian market is open and constantly growing, and we have to be as efficient as possible to maintain our position in setting standards in construction. Following strategic steps, we aim to build brand recognition with a focus on taking a leadership position in the sale of facade systems, waterproofing, and tile adhesives in the market of Serbia and the region.