Bullish on expansion pan India, Orient Ceramics and Industries Ltd (OCIL) has accelerated its marketing activities to establish its ‘new distinct identity’ and launch two new premium brands – Europa and Stiler – in the Indian market. The company has also appointed Postscript Advertising to handle its creative duties. The company is also planning to rope in a media agency and is working on its BTL and ATL activities.
Sharing the company’s new initiatives with exchange4media, Sanjay Monga, Marketing Head, Orient Ceramics and Industries Ltd, said, “OCIL is changing the way the tile industry functions through the launch of its premium brands Europa and Stiler. Orient Tiles is going through a huge transformation and though it is a popular brand, the brand image needs to be revamped in order to create a new distinct identity for Orient.”
OCIL has set up an International Business Division (IBD) in Q4 of the last fiscal and has already started exports to Dubai, Muscat, Oman, Sri Lanka, Maldives, and Mauritius. According to the management, the volume of exports is expected to increase manifold in 2010-11.
Further discussing the expansion plans, Monga informed, “We have earmarked the marketing budget at around Rs 10-11 crore. We are expanding our business across the country, which includes capacity expansion as well as visibility expansion. We have huge plans to showcase our products and expertise in the market. As of now, we are focusing on visibility expansion and eyeing 100,000 sq. ft. of retail area in this current fiscal via COCO, shop-in-shop and franchises.”
“To improve service levels, we have opened depots (stock points) and are appointing distributors for greater coverage and market expansion in unrepresented areas and markets. Our store would be a medium that would substantiate Orient’s thought process and help take leadership of sorts in tile industry,” he asserted.
Meanwhile, OCIL has zeroed in on Postscript Advertising as its creative agency following a pitch call. An ad campaign will be rolled out soon, targeted at top end consumers. Postscript is also working on the creatives for the company’s website, which is currently being revamped, as the company does not have any separate digital agency on board. Adfactors is handling the PR activities.
Monga said, “We are in the process of creating a microsite for our premium brand Europa, which will reflect the aspects of our brand personality.”
Orient Ceramics and Industries Ltd has been in the home décor industry since 1977. It manufactures one of the widest ranges of non-vitrified, vitrified, ultra vitrified and 3rd fired decorative tiles for walls, floors and facades.