TRINIDAD AND TOBAGO INSTRUMENTS LIMITED (TTIL)

LOCAL PAN COMPANY READY FOR INTERNATIONAL COMPETITION

By Sean Nero

Newsday

April 16, 2000

Pages 53 & 54

As this country's largest producer of steelpan instruments, Trinidad and Tobago Instruments Limited (TTIL) has an international vision said its Managing Director Michael Cooper.

Its motto: "Pan makers to the world,' speaks volumes.

"It is a vision which determines our focus in relation to the production of the national musical instrument, when compared to what existed in the past and continues to exist currently," he said.

He was referring to the retail operation of local pan tuners.

"At no time, we felt tempted to relegate to that type of operation as that temptation is always there. If we were to maintain an international focus, the company had to operate on a totally different level," Cooper insisted.

He explained the difference between his company and the nation's pan tuners was that "they operated a retail business."

"The model is, the tuner makes his instrument and is supported by groups of clients who need pans," Cooper related.

But the TTIL boss does not consider such establishments as cottage type industries. Rather, a type of artisan (craftsman) activity.

"Since coming on stream our intention has never been to substitute these pan technicians or to add to them. Our focus cannot be based on competing or trying to replace these tuners," Cooper said in an effort to vindicate his company; although the TTIL has supplied a number of local steelbands and pannists with pans when it first opened shop and still does on a particularly small scale.

“This practice,” he described, “was initially to gain acceptance and get reviews on the quality of the product, as well as endorsements from the local consumer. A pre-marketing strategy, to know if our product was a quality one, so we first tested it at home. And the results were in TTIL’s favour.”

In its research and development of the local market, TTIL found that an enterprise such as its own, could not survive locally considering the demand for instruments was a seasonal one.

“We cannot be a seasonal company, as our focus is to be a commercial level production oriented facility,” stated Cooper.

He continued, “Trinidad and Tobago does not provide a market to sustain such a mammoth production capacity.”

Recognising the enormous amount of activity related to the steelpan on the international scene, TTIL found that the market with its large appetite was starved.

But even with its sights set on the international steelpan market, Cooper stated categorically, “We belong to the local pan community. Most of the people employed at TTIL are pannists attached to well-known steel orchestras.”

The company employs an estimated 50 persons of which ten are pan tuners.

The businessman added, the company has an in-house training programme for the development of its pan tuners, coordinated by veteran tuner Lincoln Noel.

The tuners have the facility of sound proof and air conditioned rooms from which they work.

He also sought to emphasize the point that Trinidad is the hub, the mecca of pan – and that it is the source for musicians, technicians and music – be it for instruments or service, whatever concerns the pan.

“We are not inferior as far as that is concerned, since we have accepted the fact that the instrument – because of its value – is accepted and embraced,” he said.

“There is also a lot of business activity, which will surround the pan outside of this country, as it represents a tremendous business opportunity, something which the company is not discouraging,” he responded.

The company was formed in August of 1993. Back then, it was a subsidiary company of the Neal and Massy Group of Companies located along the Old St Joseph Road, Laventille – a district reputed to be the birth place of pan.

It re-located one block further to the old Huggins Warehouse, Dorata Street, Laventille as a result of booming business and according to Cooper, the company may have to move again. The reason: it needs more space.

Cooper, was the Chief Executive Officer of the motor vehicle assembly plant.

When that was targeted for closure by the local conglomerate with the reality of an open market economy, Cooper set about in search of other business opportunities. He came up with four prospective projects; the pan company was one of them.

During his investigation, he discovered that another local company, Metal Industries Company (MIC), at that time was pouring a lot of effort and resources into developing a mechanical sinking process for the pan.

Cooper recalled, "As MIC neared getting the tenor pan into commercial production, the company aborted the project because of the exorbitant cost involved. From a marketing perspective, MIC's interest in this commodity fizzled.

Following a series of positive events, a course geared towards manufacturing and marketing the instrument internationally was chartered.

One such event materialized through discussion with potential clients in the Far East.

According to Cooper the series of "positive events" was consummated by the Neal and Massy Group decision to pursue this business venture along with the involvement of MIC.

It took one year before the company actually entered into this venture based on the research and development that went into the project.

Eventually, TTIL was formally launched with the Neal and Massy Group as the majority shareholder with a 51 percent stake. Pan Trinbago, along with MIC were also partners in the newly established company which was the first large-scale pan manufacturing outfit in the country.

Subsequent to Cooper's departure from Neal and Massy's motor assembly plant, he acquired the company's majority stake in TTIL, which he still owns. Over the years its share capital has grown quite significantly from $50,000 in its initial phase. Although the current figure was not given, Cooper would only refer to it as being significantly higher than when the company opened its doors.

While MIC continues to be a major partner in the company, Cooper said, the national steelband body, Pan Trinbago has no more than three percent in TTIL stake. Cooper believes that the steelband body has decided not to support this venture following its decision not to increase its initial investment.

As the pan manufacturing plant expanded, TTIL acquired the "technical intellectual properties" of MIC "which we use quite extensively in our daily operations."

"The investment we made by acquiring their sinking machine - a new and effective method to sink the pan - was a good one. That technology is being put to use," he said, adding, "Being able to create this type of business out of a pan making technology was the company's biggest challenge."

However, this latest process to sink the drum when making the pan, is only used in the manufacturing of the mini and midi pans. Cooper explained because of the enormous spoilage to the traditional pans when this sinking procedure was applied, it had to be condemned in that area of the plant's operation.

TTIL manufactures three sizes of instruments. They are - the mini (or souvenir pans as they are called locally), the midi, medium in size, to the ordinary tenor pan and the full range of conventional instruments.

All mini pans are 11 and a half inches in diameter which is its playing surface, a skirt of three inches, curled at the end for child safety and the tonal quality of conventional steel pans.

They are recommended as an excellent introduction to children or adults, for extensive application in early music education as well as make exotic musical gifts. They are available in neat packages, which include a painted sturdy stand, sticks and instructional song booklet.

The midi pans are available in two styles made from 18-inch diameter drums and are available in two styles - pentatonic and chromatic.

Among its full range of conventional pans are the high and low tenor; double tenor; double second; double guitar; cello; quadraphonic; four tenor bass; and six bass. There is also a pan with a special feature called the meditation pan. Conventional in size it is tuned to the F pentatonic scale (from F3 to C5).

It has been described as excellent for music therapy, meditation and ambient sound creation. It is specially designed to create a rich mellow sound and comes in all black and chrome.

Among the accessories for the national musical instrument are a wide variety of painted and chromed stands, which are easily dismantled for purposes of storage and transportation protective cases and covers for basic exposure from the elements and heavy duty handling and transportation protection.

The company has introduced for the first time its new line of "pantastick" playing sticks, specially moulded for the various instruments and made from special rubber formulations from du Pont.

As it exists locally, pan manufacturing is an artisan practice rather than a specified science and for Cooper and his team of pan technicians, the scientific know-how towards discovering accurate methods to develop the instrument continues to pose a significant challenge.

He intimated that as the volume of work increased, questions relating to standards, consistency, quality controls and measurements are being addressed.

According to Cooper, the reason for placing such little focus on the local market was a "strategic" one.

"International customers were experiencing problems from their suppliers, such as the quality of the product. And if that wasn't the problem it was reliability and supply. TTIL filled that gap," he said.

"Apart from us," he added, "there are few suppliers, that can claim to have the capability to supply a mass-market situation of commercial quality. Most of those involved in supplying the commercial market with large orders have to source instruments in small quantities."

He identified that buyers have become more conscious of how they spend their money. "They no longer just want to have a pan, but a good pan and they know what a good pan is," Cooper related.

He also expressed that with the exposure foreigners have to this country and to Panorama - which many consider as a badge of excellence - people are becoming more discriminating where the product they get is concerned.

The company has introduced its own quality control standards, which is handled by Cindy Rosemin.

Rosemin noted, that apart from the major problems she addresses, the minor ones do not go unattended.

"These quality standards also apply to the packaging of the instrument(s) for export. Pans are not just placed in boxes and shipped to a destination. The instruments must reach the destination the same way it left eh factory…in good condition," Rosemin confirmed.

Cooper noted there was also the question of service after the merchandise has been purchased.

"Who would tune the pans? Who would teach the person(s) to play the instrument? Where could that information be accessed?" he asked.

"All these concerns have evolved within recent times. Many of our clients asked us about Pan Yard Inc based in Ohio, which is our competitor. They are mainly suppliers of published and recorded music specifically for pan, items, which are required to support any musical product," he communicated.

Cooper referred to the work of foreign-based pan maker/tuner Ellie Mannette, which has helped to propel the steelpan market.

In an effort to remain on par with its competition, the nation's largest pan manufacturer has its pulse on the trends of foreign pan making outlets in relations to production and supply.

Cooper, who once performed the role of marketing manager of the company, participated in trade shows both locally and internationally, and based on what he has seen on show, he holds a strong conviction that no where else in the world possesses the unique features in pan like here at home.

He has since handed over the marketing portfolio to Suzanne Burke.

"Even when people request particular characteristics in the instrument(s) such as the reduction of overtones and style of the note they can get that here," he elaborated.

Citing the work of Pan Yard Inc, Cooper alluded that they have been doing a lot of work in terms of marketing of their products, but identifies a tremendous flaw in that company's ability to deliver the product in a timely fashion.

"With these other companies, an order can take as long as seven months to a year before reaching the purchaser; they have a long waiting list; and they transact retail business."

"TTIL is not threatened by outside competition," stated Cooper.

"The difference between us and them is that we are perhaps the only company which can deal with the serious international distributor. We are the only people a customer can come to and request 2,000 of our mini pans a month, or 100 conventional tenor pans for the same period."

"We can supply such orders consistently, because we have implemented a number of necessary mechanisms such as our supply of raw materials, a full time staff, and continuous training programmes ensuring a smooth operation of the plant," Cooper confirmed.

"Persons who call us from other countries, requesting retail orders are referred to a dealer closest to them."

"We want to develop a network to coincide with our production capability, which cannot be done if the factory operates a retail trade," he said.

The pan mogul has since established a US branch of TTIL based in Hollywood, Florida, which caters for that country which is its largest port of business.

Other countries that TTIL exports to include Europe, Asia and North America. "Business in England, has picked up at a pace," he related.

He also indicated, "Shipping added significant cost to the price of the pans. However, the more product ordered, the unit price becomes less."

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