Saudi Ceramics Company, a regular participant at the SaudBuild, will mark its appearance at this year’s expo by showcasing some of the company’s new lines of ceramic tiles and sanitaryware at Stand 505.

The company, which plans to spell out the details of the new products at a later stage, is also planning the launch of a new electric water heater.
“Last year we had launched some prestigious designs and sizes and the products were well received. Notable among them was 10 by 10 cm ceramic tile collection,” says general manager Abdul Karim Al Nafie.
“The SaudiBuild expos are one of the major exhibitions in the kingdom where most of the industry professionals from the GCC as well as other Middle East countries participate. Moreover we think this is one of the best platforms to promote our various products to the industry as well as to the general public, which we are sure will further strengthen our position in the region. Last year we had a successful participation here and also got tremendous response from the visitors and we hope to repeat the success this year as well,” he adds.
The company, which has been covering the entire Saudi Arabian market, with its range of tiles and sanitaryware considers the SaudiBuild as a platform to reinforce and uphold the high quality and upscale corporate image of SCC in the kingdom. “We believe that participating in this exhibition will increase our brand image as well. However, we are also looking forward to target visitors from other countries as well,” says Al Nafie.
Apart from the SaudiBuild, SCC is a regular participant in many prestigious international trade exhibitions and has recently participated at the ISH, Germany and Iraq Rebuild, Jordan.
“Our participation in these exhibitions has helped us showcase the company’s products to a diverse audience and we have received visitors and enquiries throughout the show,” says Al Nafie. “In addition, we have also received many good orders from visitors of several international markets during these exhibitions and had successful business results as well.”
“Both the ISH and Iraq Rebuild exhibitions have served as an excellent platform for us to launch our new range of sanitaryware models such as Kinas, Nowras and the Badour washbasin series. These models have brought the company many accolades from the industry connoisseurs, customers and competitors alike for its beautiful designs and other technical features,” says Al Nafie.
Some of the other products on display included ceramic wall and floor tiles in a range of sizes; complete and single sanitaryware sets and electric water heaters.
Designed by a German design studio, the company’s stands at the ISH and Iraq Rebuild exhibitions proved successful in providing the visitor comprehensive information about both the company and its products, he says.
Each stand included several mock up bathrooms, designed in contemporary styles, showcasing many beautiful sanitary ware models. The floor and wall were laid with ceramic tiles. To display its tiles, the company had used sliding modern merchandising display units as well. Another attraction was the company’s various electric water heaters, which were displayed in the stands.

Expansion bid
Earlier this year, the company had embarked on major expansion plans in a conscious shift towards the high-end segment and in a bid to gear up the company to meet the changing market trends.
In the first of a series of plants, SCC is set to launch production of Gres Porcellanato tiles, adapting itself to the increasing global competition and also strengthening its position in the high-end segment, says Al Nafie.
According to the plan, the company, which started porcelain production in the second quarter of this year, will produce tiles in many sizes up to 1 by 1 m in various finishes and textures.
“Our main objective is to produce Gres Porcellanato tiles that are similar to natural marble and granite for the high-end of the market,” he says.
SCC has many other expansion plans including increasing production capacities, modernisation of plants and also introduction of new products and sizes.
Notable among the changes is doubling the tile production capacities to 30 million sq m by 2007.
The plan has already been approved by the company’s board of directors and will be completed in two phases – the first to be completed in 2006 and the second by 2007.
“Following the completion of this expansion, SCC will be able to produce 30 million sq m of tiles per annum making it one of the largest manufacturers in Asia,” says Al Nafie. “We believe that this new expansion, including our investment in new technological processes and designs will take us to greater heights vis-à-vis quality and productivity and also help us to consolidate our leadership position in the region.”
SCC, which is also a leader in the electric water heater segment, will launch a new line of central electric water heaters in mid-2005. Many new sizes – ranging from 30 litres to 300 litres – will also be introduced during this period and this is expected to help the company to cater to large segments of the electric water heater market.

Strong results
As regards business, the company has posted a profit of SR44.42 million (from sales operations) for the first half of 2005, an increase of 41.83 per cent from operating profit compared to the corresponding period of the previous year. Its sales revenue during this year has reached to SR199.18 million, up 28.84 per cent from SR154.6 million in the corresponding period of the previous year.
Al Nafie attributes the SCC’s success to its rapid expansion and also due to a combination of quality products and aggressive marketing. “We have been balancing our business to meet local as well as international demand by offering quality products and through our various customer oriented services,” he says.