Bangkok--24 Jan--PRdd Sanya Nongsuwan, Managing Director of Royal Ceramic Industry Public Company Limited, the manufacturer and distributor of ceramic and terra cotta tiles under “RCI” brand revealed its business direction this year that the company plans to expand its customer base by launching new brand “Modena” as the new option for consumers. It also plans marketing activities to build up brand awareness for Modena after gaining a very positive response from the customers during the market trial period. Nandhapon Patpongpanit Assistant Managing Director : Business Development Division said from the customer satisfaction survey, RCI tiles are recognized by the customers from its beauty and high quality. However, there are still requirements in the contractor part for quality product in the mainstream price bracket. Thus, the company decided to produce and market Modena last year with the emphasis on quality manufacturing standard as well as highlight on product variety with price ranges from 130 baht/sq.m. to 500 baht/sq.m. “Modena is considered “value for money” and can serve unlimited customers’ requirement. We are confident in reaching wider target group. We also plan to penetrate the contractors of housing projects and b+ condominium projects as well as the first house owners who just graduated from college with urban lifestyle. As for the marketing plan, besides utilizing the printed media, we will also join the in-store promotion activities with the main distributors throughout this year so as to strengthen the brand”, said Nandhapon. In addition, the company plans to improve the RCI Solutions service points. Most recently, the company has developed new software focusing on complete solutions such as tile laying program to help facilitate the customers’ decision making, tile pattern design program and other related information programs. Currently, the company has about 40 branches of RCI Solutions service point of which 10 branches are in Bangkok and the remaining 30 in other provinces. Nutt Bantadtan Assistant Managing Director : Sales division added regarding the tile market situation that the tile industry was affected by the negative economy impact on the real estate segment. However, the tile industry is believed to have a growth potential as the condominium projects along the BTS and MRT route are still growing. At the same time, the provincial marketing is still quite interesting with continuous demand especially in the northeastern part such as Udorn and Khon Kaen which the growth is quite apparent from the modern trade expansion in the big cities to serve the high end market. Such trend indicated the changing of the provincial lifestyle i.e. paying more attention to design and replace other materials with tiles. “The overall sales in the tile industry decreased last year in line with the political and economy situation. The competition this year will be more vigorous. Therefore, the company will focus its effort in actively penetrating the provincial market. It projected the sales growth of about 15% of which 70% from RCI, 20% from Modena and 10% from Taste & Tile aiming at the high-end market”, said Nutt For more information, please contact PRdd , PR Consultant Tel. 0 2953-8633, 0 2953-8723 or Lakana Bussaba 089-488-1777, Sujira Wirojana 081-629-1821