THE FUTURE BUSINESS MODEL OF TILE COMPANIES
The industry has done tremendously well in all aspects. However, it has its challenges which seem to get bigger with every passing year andgive clues to the wise players for shaping their longterm marketing strategy. UNRESOLVED ISSUES AND CHALLENGES Tiled floors and walls have become an integral part of all types of buildings and interiors. People want their tiled surfaces to be durable and look uniquely beautiful but there are three major challenges The advantage of huge variety turns into an issue when one c an't differentiate between the tiles from different brands! Of c ourse, some players have a few unique Tiles (like Johnson's Germ-Free tiles or Cool roof SRI tiles) but the commonality of aesthetics can confuse the customers. The fact is that two closely resembling tiles c ould have different technical properties and performance. The third challenge is the real game spoiler. Lack of tr ained masons often leads to botched up job s. OF COURSE, TILING IS MUCH MORE DEMANDING THAN PAINTING BUT ITS TIME HAS COME. WE NEED INNOVATIVE SOLUTIONS. TILES OR TILING? Housebuilders need nicely done flooring, bathrooms and kitchens, not tiles. Two decades back paint was also in the same stage and now the shift from paints to painting is visible. People need beautiful, waterproof, fireproof, easily maintainable, hygienic floors and walls; selling ceramic tiles is only half the job. The big hassle for the customer is a great business opportunity. No one needs tiles. Tile makers should feel grateful that so far there isn't any better product for the purpose which is so versatile and cost-effective. The size of Industry will swell like anything the day companies offer complete tiling rather than just tiles. Now it depends whether manufacturers themselves want to take the advantage or they are waiting to become an OEM supplier for some third-party ventures offering complete tiling solutions.
Tags : INDIA THE CERAMIC TILE AND SANITARY WARE INDUSTRY DINESH VYAS MARKETING HEAD & ADVISOR H&R JOHNSON (INDIA).