Cobonpue urges exporters to develop niching scheme

As exporters continue to feel the negative effects of the US credit crunch, a renowned furniture manufacturer and designer advised other players of the export sector to continue developing niches.

Kenneth Cobonpue, the name behind an internationally distinguished Philippine furniture brand said that to conquer today's challenging global marketplace is for exporters to develop a workable marketing strategy.

“You have to be different because consumers are looking for unique things or niche investments. You should definitely know what you’re doing,” said Cobonpue.

He added that branding is a good strategy that can attract buyers so there is a need to strengthen and distinguish one’s trademark.

“There are two ways to survive. First is that you have to manufacture your craft well and then to find a unique advantage or niche where you can capitalize on,” said Cobonpue.

He said that right now, the Eastern European countries are some of the prospect markets that could be tapped by exporters.

These countries are composed of those who have been under communist regime before so there is a market with huge disposable income.

Another market is the Middle East market composed of oil-producing countries who have huge wealth to spend for expensive and luxurious products such as furniture.

Cobonpue said that the industry has really been badly hurt by recessions in most major markets such as the United States but so far the high-end segment is not much affected.

Cobonpue’s furniture, which utilizes natural, hand-made and environmentally friendly raw materials is mostly patronized by the upper scale foreign market segment because of its design and sophistication.

He said that design is a very important aspect that could attribute to good brand image, which will be marketable to the sophisticated taste of major foreign markets.

Cobonpue pointed out that the growing movement on pursuing green advocacies is also a good marketing strategy that can be branded to Philippine export products.

“Exporters mostly use environmentally friendly materials but not many people know about it. Filipinos can really do a lot in terms of selling green products because these raw materials are readily available in our natural resources,” said Cobonpue. —Rhia de Pablo

“There are so many things that we could do and we could invent out of these materials such as clothes, furniture, and jewelry because it is widely available in our country but people just have to learn how to make use of it,” he said.

However, he emphasized the need to integrate the design aspect in any product that utilizes green materials.

“We can’t just sell products because it is green. It has to look good and should be usable. The marketability of products will greatly depend on design and how manufacturers show how to make use of the products,” he stressed. 

Cobonpue studied Industrial Design at the Pratt Institute in New York and took up Furniture Marketing and Production in Germany. He briefly worked in Munich and in 1996 returned to Cebu and managed the Interior Crafts of the Island, Inc., a family-owned furniture design and manufacturing company.

Cobonpue's designs have been known worldwide because of its efficient use of indigenous raw materials, which earned him several citations and awards in the international furniture scene.

Right now, Cobonpue has added new materials in his furniture pieces such as fabrics and bamboo.