ASSIGNMENT ON
Marketing Orientation of Different Companies of
Ceramics Industries in Bangladesh
COURSE
Marketing Theory & Practices (M 501)
PREPARED FOR
Dr. Md. Iftekharul Amin, Professor
INSTITUTE OF BUSINESS ADMINISTRATION,
UNIVERSITY OF DHAKA
PREPARED BY
Md. Kazal Arifen; ID-06,
Sajib Saha; ID-07,
Rajib Kumar Saha; ID-19,
BATCH-37, SECTION-A, EMBA
Date of Submission
06-10-2023-2023
Bangladesh Ceramic Industry Overview:
In Bangladesh currently, about 63 tiles, sanitary-ware and tableware manufacturer are enlisted into
business of which 33 are actively in tiles operation. Investment in this sector by local as well as foreign
investors already accumulated BDT 60 billion, of which mostly has held in Tiles segment. At present, total
yearly production capacity of Tiles stood at 140 million SQM which is expected to rapidly expand in next 35 years span. The industry employed around 21,000 workers in skilled category while it has catered 4 Lac
more laborers in the value chain.
Sectorwise Domestic Sales in 2021-2022 FY
898.37 cr.
No. of Active Players in the Industry
582.93 cr.
9%
13%
Saniaryware
18
Tiles
78%
Tableware
Tiles
5349.94
cr.
33
Tableware
Sanitaryware
20
0
10
20
30
40
Tiles Market Share
RAK Ceramics (BD) Ltd., 10%
Great Wall Ceramic Ind. Ltd., 12%
Others (27
Companies), 52%
Fresh Ceramics, 9%
Akij Ceramics Ltd., 6%
DBL Ceramics Ltd., 6%
Mir Ceramics Ltd., 5%
Price Per Sq. ft.
Companywise Price Comparison
250
200
150
100
50
0
Meghna
20X30
25X40
30X50
30X60
30X30
40X40
60X60
80X80
60X120
46
0
84
87
63
74
106
130
175
Akij
51.5
65
90
98
73
84
107
136
204
RAK
47
67
80
97
75
81
111
0
193
Tiles Size
Different Marketing Orientation:
Marketing
Orientation
Y/N
RAK Ceramics
Example of Marketing Campaign
in Brief
Y/N
Akij Ceramics
Example of Marketing Campaign
in Brief
N
RAK Ceramics offer premium price
tiles in the market so their
marketing is not focused in
production concept
The
Product
Concept
Y
1. Pioneer in Developing Ceramic
Industry in BD since 2000, they
have huge investment in R&D for
quality new product development
2. RAK has an in-house team to
address customer complaints
which they track officially to close
within 72 hours
3. Their product portfolio is
targeted mostly for high end
customers
Y
1. One TVC showcases the
durability of their ceramic tiles by
showing that they can withstand a
heavy impact even from hammer
drop.
2. They uses state of the art
German technology to produce
export quality products for local &
global market
The Selling
Concept
N
Not Applicable
N
Not Applicable
Y
1. They have flexibility to offer
product as per customer choices,
i.e. Decor & bordering is a unique
& expensive feature offered to
customers
2. RAK offer virtual visualization of
room fittings with tiles of customer
choice through Augmented Reality
platform
Y
1. Providing Experience zone,
Concept room at Akij Selection to
choose from different varieties of
products
2. Live 2d, 3d demo available
through their official website
3. They launched Braille engraved
tiles for visually impaired people on
language day campaign
The
Production
Concept
The
Marketing
Concept
Y/N
Fresh Ceramics
Example of Marketing Campaign in
Brief
1. Fresh Ceramic entered into the tiles
market in 2021 by targeting the
periphery market by achieving
economics of scale, Currently Fresh
holds the position of market leader
with 12% market share
2. Since volume is the strategic factor
to gain the market share they sell
products of premium quality at less
than premium but above the market
avg. price.
1. They source the highest quality raw
materials from the origin based in EU,
and process them using the latest
technology from the USA to
accommodate the largest production
capacity under one shade and the
longest kiln of 261 meters.
2. From Dealer's testimonial on lowest
breakage & better joints compared to
other tiles brand give evidence of the
product orientation of fresh ceramics
N
Akij Ceramics offers the most
premium price tiles in the market
so their marketing strategy is not
focused in production concept
Y
Y
N
Not Applicable
N
The company is still in the evolving
stage, they lacks r&d & focusing more
on low segment customer to generate
the volume
Holistics
Marketing
Orientation
Relationship
Marketing
(customers,
employees,
partners, financial
community)
Integrade
Marketing
(communications,
product & services,
channels, price)
Internal Marketing
(Marketing
department, Senior
Management,
Other departments)
Perormanace
Markeing
(revenue, brand &
customer equity,
ethics,
environment,
social)
Y/N
RAK Ceramics
Example of Marketing
Campaign in Brief
Y
1. They have identified
Stakeholders, influencer &
they have annual programs
for each category of
stakeholder which they cater.
2. Sending greeting & wishes
to top notch architects on any
remarkable achievement &
life events.
Y
1. Communication: They are
widely active on different
social media platforms, and
they participates in different
global ceramics exhibition as
well as local expo
2. They brand themself as
countries' only multinational
brand
Y
Y
1. They organize employee
interaction programs like town
hall to update business
performance
2. New joiners irrespective of
working department are sent
to factory for process
orientation
1. RAK being a listed
company their financials are
well communicated across
the stakeholders
2. Promote recyclable &
reusable packaging
3.Dedicated to design
environment friendly product
4. Create eco-friendly
products & promote
sustainable production &
consumption
Y/N
Akij Ceramics
Example of Marketing Campaign
in Brief
Y
1. Arrange different programs to
recognize different key stakeholders
like retailers.
2. Pays tribute to architects of the
national memorials through AV,
Congratulate architects on their
achievements in their social media
platforms,
Y
1. Akiz Ceramics promotes a wide
range of products, from tableware
to ceramic tiles, as highlighted by
their tagline "এক ছাদের নিদে সব
পিয" (All products under the same
roof). This indicates their
commitment to meeting various
customer needs and preferences
under a single brand, appealing to a
broad customer base.
Y
Sheikh Bashir Uddin, MD of Akij
Group in his interview to reputed
news portal expresses their internal
commitment to be the country’s no.
1 ceramic brand
Y
1. Akij Ceramics is committed to
equipping itself with rainwater
harvesting facilities by the end of
2023. This will ensure 100%
conservation of water resources.
2. In addition, they have a green
plan by way of planting trees. Our
target is to plant at least 500 trees
with long lifespans between the
years 2022-2023.
Y/N
Y
Fresh Ceramics
Example of Marketing Campaign
in Brief
1. In addition to the other
relationship marketing strategy
under fresh ceramics Eid Express
campaign they are Offering free
transportation to the Tiles Worker
before Eid Holidays to move to their
hometown.
2. Under the campaign
“Nandonikotar Karigor” arranges
dinner program for tiles fitters in
different regions of the country.
N
1. Being a new player in the
industry, Fresh keeps it focus on
customer retention with quality
product at an affordable price.
However, it preaches technical
aspects of tiles fixation through its
presence in social media.
Y
All H/O employees of MGI are gifted
with magiclock polypacks with fresh
ceramics branding on it to distribute
the meats of their sacrificed animals
during Eid-Ul-Azha
N
Fresh ceramics lacks performance
marketing in their marketing
strategy compared to other major
players
Scope of Improvement:
RAK Ceramics:
RAK’s current marketing strategy is mainly focused in urban market to the premium customers. Their
Marketing strategy should encompass the rural market to capture market share in low end market as well.
With its wide range of products and brand positioning, they should go for capacity expansion targeting the
Upazilla market segment.
Akij Ceramics:
Akij ceramics being started in 2012 with its installed capacity significantly lagging behind to cater more market
share. Their high pricing might be a reason to that. They may need to adopt a quasi-production marketing
strategy to improve maximum capacity utilization.
Fresh Ceramics:
To stay in the competition and to avoid the lone low-end customer segment label, Fresh Ceramics should
aggressively invest in urban market as well. The brand Fresh is easily buy–in for customers of any segment.
It needs to place itself now in key markets across the mega cities with showrooms. Its high end product should
be more featured through social media and TVC.
To get entry in the market & capture a big chunk of market share the production concept clicked well for fresh
but for the future development they should invest in r&d, product customization & different digital features like
augmented reality visualization for customers to beat other competitors in the race.
Fresh is currently doing business only in tiles, so they lacks the scope of cross selling of the products of
sanitary ware & tableware segments unlike other competitions like RAK or Akij. So fresh may consider
investing in sanitary ware & tableware as well to retain the customer base they are creating.
Reference:
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Annual Report of FY 2021-22 Bangladesh Ceramics Manufacturer and Exporters Association
(BCMEA)
https://www.youtube.com/watch?v=lbupH2ryxkg&ab_channel=RAKCeramicsBangladesh
https://www.facebook.com/rakcerambd/videos/344165184695775
https://www.youtube.com/watch?v=MrFtAxWZlWg&ab_channel=RAKCeramicsBangladesh
https://www.linkedin.com/posts/rak-ceramics_rakceramics-responsiblebusiness-esg-activity7109785716162764800--sj3?utm_source=share&utm_medium=member_desktop
https://publisher.tbsnews.net/interviews/akij-wants-be-countrys-number-one-ceramic-brand-367369
https://rb.gy/z2zsz
https://www.youtube.com/watch?v=V_FSv5U4AFE&ab_channel=FahrenheitMarketingCommunicati
onsLtd
https://www.linkedin.com/posts/akij-ceramics-ltd_akijceramics-promiseofperfectionnumberoneceramictilesbrand-activity-7114644264755609600atWz?utm_source=share&utm_medium=member_desktop
https://www.youtube.com/watch?v=3rK89wN7vG0&ab_channel=AkijCeramics
https://www.youtube.com/watch?v=1W9S8vejNB8&ab_channel=TheBusinessStandard
https://www.youtube.com/watch?v=qqUi9SWngeI&ab_channel=AkijCeramics
https://www.youtube.com/watch?v=z7ug7-0PXog&ab_channel=FreshCeramics
https://www.youtube.com/watch?v=fRRWmVNvXn4&ab_channel=FreshCeramics
https://fb.watch/nvupL98pJt/