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MARKETRAK Ceramics is a Ras Al Khaimah-based public share holding company committed to manufacturing high-quality ceramic and bathware products. Currently it is the world’s largest ceramics manufacturer with annual global production output of 117 million sq m of ceramic and porcelain tiles, 4.6 million pieces of bathware and 24 million pieces of tableware, accounting for around USD 1 billion global sales. Recently, RAK Ceramics achieved the milestone of supplying one billion sq m of tiles worldwide and 50 million pieces of bathware sold worldwide within two decades since inception.

ACHIEVEMENTSRAK Ceramics has won numerous awards, laurels and honours in the past few years. RAK Ceramics was bestowed the MRM Business Award for Manufacturing, the highest manufacturing award of the UAE, by the Dubai Chamber of Commerce and Industry.

RAK Ceramics has won Asia’s Best Brand 2011, Best Employer Brand 2012 and Brand Excellence in Construction and Real Estate 2013 at the CMO Asia Awards, organised by US-based CMO Council that recognises excellence in branding and marketing.

RAK Ceramics won the Best Innovative Company and Market Leadership at Asian Leadership Awards 2012 and 2013 respectively in Dubai and also received Brand Excellence Award in Durables at the 21st World Brand Congress 2012 in Mumbai, India. RAK Ceramics retained its Superbrand

status for the fifth consecutive year in the region.RAK Ceramics bagged Asia’s Most Promising Brand and Industry number one Award at Asia’s Most Promising Brand and Leaders Summit 2013.

The company was also honoured with the Best Brand Award and CSR Company Award during the Middle East Business Leaders Summit and Awards,

Dubai in 2010 and 2011 respectively, which recognises decades of business excellence. RAK Ceramics is the founding member of Emirates Green Building Council, which supports the development of sustainable buildings in the UAE.

RAK Ceramics is an ISO 9001: 2008 and ISO 14001: 2004 certified organisation ensuring the highest standard of quality products are maintained consistently.

RAK Ceramics constantly produces new ranges of eco-friendly products and undertakes a series of Corporate Social Responsibility (CSR) activities as its commitment to environment, society, employees and other stakeholders by sponsoring eco-friendly initiatives. In 2013, RAK Ceramics produced its first

GRI-based CSR and Sustainability Report and became the first ceramics manufacturer in the region to produce such a report.

HISTORY From its modest beginnings in 1991 the RAK Ceramics brand has grown in leaps and bounds. The original vision of the founders was to set

up a successful ceramic tile and sanitaryware manufacturing company that would meet world standards design for quality.

RAK Ceramics has progressed to become a world class organisation and the jewel in the manufacturing sector of the entire Middle East. The vision and mission is based on excellence and are

strongly driven by the passion to excel in every part of operations be it manufacturing, the market at large, sales or marketing.Technology, Quality and inspired Leadership are at the heart of the RAK Ceramics philosophy.

RAK Ceramics’ Chairman H H Sheikh Mohammed Bin Saud Bin Saqr Al Qasimi, Crown Prince of Ras Al Khaimah, is directing the company towards global competitiveness, technological advancement and high-quality production - turning the company into a world-class organisation.

Abdallah Massaad, CEO of RAK Ceramics is currently leading the company strategically to position RAK Ceramics as a premium

international brand known for its innovative product range through technological advancement and high-quality production.

PRODUCTSThe state-of-the-art Ras Al Khaimah plants produce around 225,000 sq m of tiles per day and over 8,000 pieces of bathware. The global production of tiles exceeds 360,000 sq m and 12,000 pieces of bathware per day from its overseas plant in China, Sudan, Bangladesh, India and Iran.

RAK Ceramics has over 7,000 employees in UAE and over 14,000 employees worldwide. Presently the company exports to more than 160 countries worldwide, which is a testimony to its excellent reputation in the ceramic industry.

RECENT DEVELOPMENTSRAK Ceramics’ aggressive investment in the latest technologies and best practices has been a key

Things you didn’t know aboutRAK Ceramics

l RAK Ceramics is the world’s largest ceramics manufacturer with current annual output of 117 million sq m of ceramic and porcelain tiles, 4.6 million pieces of bathware and 24 million pieces of tableware.l The company has sold one billion sq m of tiles worldwide which is equivalent to 2,857 times of Dubai Mall floor area or 22,222 of Wembley Stadium’s size.l It has sold 50 million pieces of bathware worldwide and its one day production can meet all sanitaryware requirements of Burj Khalifa.l It is the largest Non-European imported brand in many countries in Europe.l It manufactures 250 sq m of tiles in just one minute, which is the tiling requirement of one large residential unit or a villa.l It manufactures 500 pieces of bathware every hour globally.l The manufacturing plants in the UAE are spread over an area of 2.5 million sq m.

factor that has allowed the company to introduce countless new products to the market each year. It has been the corporate strategy of the company to leverage new technological advances to create more value-added services for its clients and enhance the overall customer experience.

In the past year, RAK Ceramics launched more innovative products and designs that have become among the company’s best-selling offerings. The new tile collections launched by the company are inspired by nature, vintage embroidery and ornate patterns which includes Wood Art Gres Porcellanato Collection, a series of novel and contemporary wood finished tiles that stand out for its stylish appearance and are an alternative to natural wood with primary focus on conservation of trees.

The newly launched Concrete and Stone Art Collection are a perfect balance between contemporary designs that adds to the urbanism of exteriors and interiors. The raw hues of cement and stone lend a sturdy and stylish look to the floors and walls.

RAK Ceramics has introduced new Wall Tiles Collection, a graceful adaptation of floral motifs and abstract patterns to decorate walls of all shapes and sizes, the designs are inspired from nature, vintage embroidery and contemporary art. Each and every product is picked tastefully to render charm and elegance to the walls.

Accompanying RAK Ceramics’ eco-friendly range as a new market offering is the company’s Sheen Collection, a unique tile range that exhibits rich gleam of gold and delicate designs to produce a shimmering effect of precious metal and Metallic Collection, a sparkling tile series that createan electrifying atmosphere and re-defining classand luxury.

RAK Ceramics’ latest bathware models include Harmony bathware suite, a harmonious integration of supple curves with geometric faceted lines which is a modernist concept adorning bathrooms. The high-profile bathware suite provides ample vanity space.

The company’s latest best selling bathware collection includes Opulence collection, the classy-looking bathware suites designed to appeal primarily to urban customers and Elena bathware, slick bathware suite designed for the contemporary European market that has a stylish finish to its wash basins, closets and bidets that come in wall-hung, back-to-wall and close coupled models.

RAK Ceramics offers a complete interior solution with its diversification into taps, faucets and other accessories for sanitary-ware products with a joint venture with German-based Kludi to form Kludi RAK.

The company offers tile adhesives and grouts in a joint-venture with Laticrete International Inc of USA to form Laticrete RAK; eco-friendly paints under the brand RAK Paints and RAK Porcelain, the tableware range of products targeted at high-end hospitality industry.

PROMOTIONS As part of its global digital marketing strategy, RAK Ceramics introduced Touch Screen devices in its showrooms, making it a lot easier for customers to design their own living area by searching for their favourite tile designs and applying them on walls or flows of the living area.

The company has launched an iPad version of the Touch Screen application called RAK Smart Design Tool, which is available for download on App Store, while also introducing its new Arabic Website, to cater to one of its major consumer demographics.

To keep pace with the digital age, RAK Ceramics launched its Mobile Website, designed for its tech-savvy customers who can use their smar-phones to

browse through the company’s eclectic range with over 8,000 designs to choose from. Moreover, the company’s corporate website has a new segment “Our Recommended Concepts”, where customers can have ready-made design concepts with RAK Ceramics tiles and bathware used in bathrooms, living rooms, kitchen, exteriors, swimming pool and commercial areas, making it easy for them to incorporate any design for tiling in their houses.

RAK Ceramics positions itself as a global ceramic innovator with a brand that is trusted in various regional and international markets. RAK Ceramics targets mainly architects, project developers and retail clientele. It focuses on customers who are fashion-oriented and who look for world class brands. The company’s promotional strategy revolves around supporting high level events of architects and property developers. The Brand is promoted continuously through a broad range of media including trade, print, online, radio, and outdoor advertising, events sponsorship and through high profile exhibition stands.

Having expanded its reach across all major cities worldwide, RAK Ceramics is now focusing on strengthening its retail presence in various local and international markets. In 2013 RAK Ceramics opened additional new showrooms in Dubai, Abu Dhabi and Fujairah taking its tally to ten exclusive showrooms across UAE, in order to showcase its expanding product line while reaffirming its commitment to get closer to its customers and cater to their evolving demands.

The export market remains a very important component of RAK Ceramics’ business strategy as 85% of products are delivered to over 160 countries. In this regard, RAK Ceramics will continue to proactively anticipate emerging global demands and trends, and invest in modern technologies and best practices to develop new designs, products and other value-added components that will satisfy the evolving needs of their global customers.

BRAND VALUESThe core value of the RAK Ceramics brand is fashionable and trend setting designs. The company’s tagline “Close to you Worldwide” clearly translates its commitment in understanding clients’ needs and surpassing expectations by delivering trend-setting products in every part of the world. The brand is considered a pioneer in the field of ceramic and porcelain tiles and sanitaryware design and sets the benchmark standards. Aggressive brand identity programmes launched in the last few years helped the brand to have a better recognition and loyalty among its consumers who appreciate RAK Ceramics commitment to fulfilling its brand promiseand the quality standards and value formoney it guarantees.

RAK Ceramics believes that a brand should be first and foremost representative of a product’s level of quality and service. The UAE brand excels in these critical areas as manifested by the luxurious lifestyle it offers and the world-class amenities that it has built. These are the same qualities that have helped RAK Ceramics reach the summit of success in the global ceramic tiles and bathware industry. This is of course not just an empty claim as the company has been officially recognised by Ceramic World Review as the world’s largest ceramic manufacturer.

RAK Ceramics has certainly become such a huge

success story that many companies now want to emulate the company’s brand strategy. RAK Ceramics has indeed emerged as a leading brand ambassador that has helped draw global attention to Ras Al Khaimah and the UAE.

www.rakceramics.com