Gulf Construction Online - Aggressive strategy

The Big 5

RAK Ceramics stand at last year’s Big 5.

Aggressive strategy

01 October 2012

AS A regular participant at The Big 5, RAK Ceramics will continue its tradition of bringing new innovative products when it exhibits at the event this year.

Abdulla Mahmood, the company’s general manager – marketing and corporate communications, believes that The Big 5 is an important exhibition in the UAE to reaffirm brand status, showcase new products, take advantage of the networking opportunity and scout for new market trends.

“RAK Ceramics remains actively involved in major exhibitions, including The Big 5, as part of the company’s aggressive marketing strategy,” he says. “Moreover, we always look to participate in industry events that allow us to interact with our customers, business partners and other stakeholders of the tiles industry. This enables us to anticipate emerging market demands and better understand new trends.”

The event also helps create greater awareness of its products as “usually customers have a look at our products during the exhibition and ask questions about various applications and advantages of each,” he adds.

This year, the company will be promoting tiles (Gres Porcellanato and ceramics), bathware and faucets offered by its joint venture firm Kludi RAK.

Pizzara from the Stone Art Collection.

It will also be introducing new products to the Gulf market such as its newly launched Junior Tiles, Wood Art and Stone Art collections.

“We have introduced the Junior Tiles Collection – tapping into a niche market segment by offering tiles for children’s rooms, along with the Stone Art Collection and Wood Art Collection as an alternative to natural wood and stone,” says Mahmood.

Established in June 1991, RAK Ceramics is a $1-billion global conglomerate that supplies to more than 160 countries and has been recognised as the world’s largest ceramic tile manufacturer with a global production output of 117 million sq m in 2011.

“The company achieved an unprecedented milestone in the region this year by having supplied one billion sq m of tiles worldwide since its inception,” Mahmood points out.

The ceramics giant’s head office is in Ras Al Khaimah, UAE, with other offices located in Oman, Qatar, Kuwait, Saudi Arabia, and Bahrain. The company employs some 8,000 employees in the UAE and 15,000 worldwide.

RAK Ceramics offers a complete solution with its diversification into tile adhesives and grouts in a joint-venture with Laticrete International of the US under the Laticrete RAK banner. It also has a joint venture with Germany-based Kludi to manufacture a range of taps, faucets and other accessories for sanitary ware products under the brand name Kludi RAK.

RAK Ceramics offers a comprehensive product portfolio comprising more than 8,000 designs in ceramic tiles, Gres Porcellanato, and several models in bathware.

In terms of business, Mahmood says the current year has certainly been exceptional as RAK Ceramics achieved the milestone of having supplied one billion sq m of tiles worldwide since its establishment. And while the domestic market has slowed down, business in the overseas export arena has increased in comparison to last year.

RAK Ceramics’ showroom and factory (below) ... geared to meet market demand.

He elaborates: “The domestic market has slowed down but RAK Ceramics has consistently performed well by tapping into new segments. We are trying to expand in retail and consolidate our position as a market leader in the domestic market. As such, we will continue to pursue exciting business opportunities as a part of our aggressive growth strategy.”

To further penetrate the UAE market, the company has opened a new showroom in Sharjah and will be opening one on Sheikh Zayed Road in Dubai by the year-end with another planned for Jebel Ali, Dubai.

RAK Ceramics is also looking to tap into new market segments by introducing new products that meet the changing requirements, Mahmood says.

The prospects for the construction industry in the GCC look strong, primarily with Saudi Arabia and Qatar leading from the front, says Mahmood.

The company has supplied to numerous big-ticket and prominent projects throughout the region, including Dubai Civil Aviation’s $1.17-billion Dubai International Airport Concourse Three project under a subcontract from Al Jaber LEGT Engineering; The Marina Torch worth Dh665 million ($181 million) for Dubai Civil Engineering; Dubai Municipality’s Sheikh Hamdan Bin Mohammed bin Rashid Sports Complex worth $300 million, where Saudi Binladin Group was the contractor; and Meydan Grandstand, for contractor SD Concept/Leader – all in Dubai, UAE.

Elsewhere in the region, RAK Ceramics has supplied its products to Barwa Real Estate’s $1.8-billion Barwa City project in Doha, Qatar, under a subcontract with Bilfinger Berger Construction; Waterfront Investments’ $4-billion The Wave-Muscat, Oman to contractors Al Turki Enterprises and Carillion Alawi; and the $11.5-billion Princess Nora bint Abdul Rahman University in Riyadh, Saudi Arabia, to Saudi Binladin Group.

RAK Ceramics has earned distinctions such as the ‘Best Brand of 2010’ and ‘CSR Company of 2011’ at Middle East Business Leader’s Summit and Awards, and the CMO Asia’s ‘Best Brand 2011’. The company has also been honoured by the Emirates Securities and Commodities Authority (SCA) for complying with good governance and transparency according to best international practices.

Outlining the company’s CSR activities, Mahmood says: “We participated in waste collection for recycling on Can Collection Day and World Environment Day; our employees participated in the RAK Half Marathon and RAK Terry Fox Run in order to raise funds for cancer research conducted by the UAE University Hospital in Al Ain; switched off lights in production facilities and employee accommodation on Earth Hour to spread awareness for environmental sustainability and participated in tree plantation on Earth Day, among a host of activities. We also practice energy-saving techniques daily and have pledged to plant 7,000 trees by the end of this year within RAK Ceramics’ manufacturing vicinity.”

RAK Ceramics has maintained its super-brand status for the fourth consecutive year and continues to be a global pioneer in the world of ceramics through innovative eco-friendly products which include RAK Slim, a revolutionary 4.5-mm-thick eco-friendly tile, RAK Antimicrobial tile, which reduces microbial contamination; RAK Luminous tile, which glows in the dark and saves energy; and RAK Bathware which has the 33 per cent water-saving feature.

It has also introduced a wide range of products available in wood, natural stone, marble and metal, like the Wood Art Collection, Stone Art Collection and Orion Collection using the latest Nanopix digital printing technology – which serve as suitable alternatives for natural resources and conserve the environment.

In addition, the company is also a founding member of Emirates Green Building Council, which supports the development of sustainable buildings in the UAE.

RAK Ceramics will be exhibiting at Stand A181 in Rashid Hall, at The Big 5 show.