In keeping with its aspirations to consolidate its leadership in Kuwait and penetrate new markets in the Gulf region and internationally, Refrigeration Industries and Storage Company (RISCO) is embarking on an ambitious campaign to project its COOLEX brand and raise awareness of its products and services, says Monera M Al-Thaqeb, its marketing and public relations manager.

“As RISCO was a Kuwait market leader for quite a long time (it was the first in cold storages and also the first in reefers, and is the only AC manufacturer in Kuwait) promotional activities did not assume that much importance as they do now,” says Al-Thaqeb.  RISCO has announced plans to diversify the product range and become a stronger player in the AC contracting field, which the company has identified as a growth sector both in Kuwait and in the Gulf states in view of the construction boom that’s ongoing and likely to continue for the foreseeable future.
“We’re trying to maintain the trust of our customers because we do have a very good product in COOLEX,”says Al-Thaqeb. “It can measure up to the best globally.” RISCO acknowledges that for people to be acquainted with the brand and what it stands for, it would be best to commence a well-designed marketing campaign, and Al-Thaqeb believes this is the right time to step out. “COOLEX is present in the market but the people never see us. They might not know the people behind the brand and their dedication towards manufacturing and supplying top-quality products,” she points out.
Al-Thaqeb says the message should be out, so they would know “we can tailor our products to customer requirements within a good timeframe and at a competitive price.” The exercise would concentrate on re-energising the brand. It is also intended to disseminate “the RISCO culture, which considers ethics as a day-to-day practice,” notes the official.  “Although we’re proud of ourselves as a Kuwaiti company and our heritage, we will give the brand an international feel.” 
So the company is preparing to appoint distributors and agents in the Gulf region to start with. It will also conduct a media campaign to convey its message.
As part of its efforts to create COOLEX awareness, RISCO is getting more strongly involved with seminars and exhibitions. For example, it recently sponsored the 10th Gulf Industrial Conference, which was attended by the ministers of power of the region, and co-sponsored the third International Conference on Energy Research and Development (ICERD-3) held every three years and which was going on at the same time as an American Society of Heating, Refrigerating and Air-Conditioning Engineers (ASHRAE) event. It also participated in its exhibition. RISCO also took part in the Big 5 in Dubai. These activities will only increase in the coming months and years as RISCO comes out more powerfully in the local and international markets for its wide-ranging services.
“We provide comfort – cooling and logistics. This is what we are and this is the mission we’re working on,” declares Al-Thaqeb
RISCO customers can place bids and orders through Tejari.com, which is making it more accessible in near and far-flung markets. RISCO is also revamping its website to make it more business-friendly for RISCO, COOLEX and Logistics.