company profile - ebeth.gr
TRANSCRIPT
Company Profile
Word from our Chairman
2010 was a great year in all respects. We worked closely with our partners to
offer our clients the best quality product there is. Our hard work, deep
expertise in ceramics manufacturing, and relentless pursuit of excellence put
us in the top tier of ceramic manufacturers regionally. We work for our
customers and focus all our resources to respond to client’s needs globally as
diverse as they are.
In our strategy, the client is the core of our efforts. We shine through
leveraging our knowledge and expertise to the benefit of our client. We
understand the client. Produce top quality products that suit their diverse
needs and exceed their expectations. We have made large investments in
technology and market intelligence in order to fulfill customers’ needs. We
will continue to do so because we believe that, in this era of global
competitiveness, only organizations delivering differentiated quality
products can prosper and grow.
I want to express my gratitude to our customers worldwide who trust our
brand and are loyal to it. They are the motivator behind all our success and
growth. I want to express my gratitude to our agents, distributors, and
employees for making Royal Ceramica what it is today. And, I look forward
to many more decades of greater success for Royal Ceramica.
Yours Sincerely,
Eng. Hossam El Sallab
Chairman& CEO
Vision, Mission, and values
OUR VISION
To become one of the top ten most recognized and respected ceramic tile
manufacturers through providing customers top quality tiles with a variety of
innovative designs.
OUR VALUES
Five values reflect the personality of Royal Ceramica and define our
corporate culture.
Quality, of product and service
Respect, of each other, our partners, and our clients is the driver of all
teamwork efforts
Teamwork, Thus gaining from a wide range of expertise
Creativity / Innovation, in design and service offerings
Adaptability, to customer and market needs and wants in terms of design
and product offering
STRATEGIES
Our 6 strategies provide the guidelines for reaching our objectives:
Emphasizing innovation in all our design creations
Adhering to stringent quality control measures to ensure top product quality
Putting the customer at the center of our planning and operation and
providing them with products and services that they want and value
Pursuing excellence in production operations in order to maximize
efficiency and minimize cost
Developing our human capital and encouraging them to unlock their
potential
Adopting state-of-the-art technologies and systems to realize maximum
efficiency across functions
MISSION
Improve our customers’ quality of life and offer them a better living
experience within their homes through providing them with top quality
products with creative and aesthetically appealing designs that suit every
taste delivered in an ethical and environmentally friendly manner.
Offer our agents a competitively priced product with innovative designs that
set them apart in face of competition and allow them decent margins thus
positively contributing to their bottom line.
History
Royal Ceramica is part of El Sallab Group, Egypt’s largest Ceramics and
sanitary-ware trading group in terms of product range and turnover.
El Sallab Group is a well established trading company established in 1912
and has been constantly growing since. El Sallab Group expanded its
trading operation by forging long lasting relationships and signing agency
agreements with some of the most respected names in the industry
worldwide.
The group established itself as the top company in the industry in Egypt
since the 80’s in terms of turnover, brand recognition, market reach, market
share, top of mind recognition, and overall reputation. In 2005, in a well
studied strategic move and in response to Egyptian market needs, El Sallab
Group established its first manufacturing arm, Royal Ceramica. Benefitting
from the group’s expertise, Royal Ceramica successfully penetrated the local
market. According to the latest quarterly market studies conducted in Q2
2010 Royal Ceramica ranked in the top 3 ceramic tiles manufacturers in
terms of brand recognition, quality, and overall reputation in Egypt. This is
largely due to our policy of heavy investment in and spending on the
development of designs and colors.
Royal Ceramica has strong presence in 3 continents around the world
through our partners and agents. We have been exporting into the EU,
Africa, the Middle East, and Asia since late 2006. Royal Ceramica is
targeting further production capacity increases as well as further growth in
the export market.
Human capital
Our people are our most valued assets. They set our strategies and manage
their implementation, create our designs, manage our production and
logistical operations, and manage our relationships with our customers and
end users. Their dedication, creativity, and hard work build our success.
Their ability to work together in teams makes us go further. We hire the best
and invest in their development to ensure they stay the best.
Our people are a mix of long experience in the ceramic industry and fresh
set of eyes with a wide variety of experiences and talents. Coaching and
formal training programs are crucial to our future success and to ensuring
continuity of our culture of excellence. Royal Ceramica is an incubator of
talent.
Each member of our senior management team has 20+ years experience in
the ceramic tile industry. They were hired from top Egyptian manufacturers
with worldwide recognized brand names in the industry. They brought their
experiences and ambitions to Royal Ceramica and we gave them the
motivation and tools to realize their ambitions.
Production capabilities
Production
Royal Ceramica has an annual production capacity of 18 million square
meters. Currently, Royal Ceramica has 3 dedicated manufacturing facilities:
one for ceramic tiles and two for special decor tiles. Our facilities boast 9
furnaces, 11 production lines, our own warehousing facility for raw material
and final product, 3contiuous-mills grinders, 2 large spray driers/ heaters,
and over 80,000 square meters of covered facilities.
Our automated state-of-the-art facilities are equipped with latest
manufacturing technologies from world’s top machine manufacturers. Our
furnaces, press machines, and heaters are supplied by SACMI, a world
leader in technology and machinery for the ceramic tile industry.
In our efforts to stay up-to-date with production technology, this year, we
added a production line dedicated to Digital Technology with leading
German machines (DURST Gamma 75). We also added the latest in water-
jet technology to offer our clients the widest possible spectrum of designs.
We have continuous training and performance monitoring systems for all
our engineers, supervisors, and machine operators to ensure top quality of
production and maintenance of our machinery.
Quality and R&D
Our quality assurance department has 25 engineers and chemists applying
the most stringent Quality Control measures covering all production phases.
Our quality standards exceed European standards as evident by the technical
specifications of our products. Our quality assurance function applies
bending strength tests for floors (our standard: 270kg/cm2). It applies
bending strength tests for walls (our standards: 150 kg/cm2). It also applies,
among other tests, water absorption tests, abrasion tests, and thermal shock
tests.
Our R&D Department is comprised of 8 engineers involved in testing and
approving all new material used in production.
Our ultimate objective is quality in an environmentally friendly and safe
manner. We have set quality policies for everyone to adhere to. All our
production activities comply with ISO 9001, ISO 14001, and OHSAS 18001
All our company-wide functions are interconnected with latest SAP ERP
systems to ensure accuracy and efficiency of our company-wide operations.
Design function
Our design strategy is two-fold:
1) To offer a wide range of designs covering different styles and a wide
spectrum of colors to suit every taste globally
2) To continuously innovate and introduce new designs that match
market trends
We, at Royal Ceramica, work with top ceramic design houses around the
world as well as have our own design team. This strategy is intended to
allow us flexibility of design. Our worldwide design partners furnish us with
existing market trends.
Our team is given the task of innovating designs and creating trends for the
market to follow. Another positive aspect of having our own team is the
capability to tailor designs to the needs of our corporate customers. For
example, we can form design teams dedicated to certain projects thus
creating a unique look and feel for that specific project
All our designers are specialized in ceramic tile design. They are graduates
of various reputable design schools in Egypt and have long years of
experience in the ceramic design field.
Our design strategy paid off well. In the most recent market survey in Egypt
(Q4, 2010) we tied for 1st place for attractiveness of designs and colors.
Our design team is always ready to work with you developing your own
signature designs.
Market presence
Royal Ceramica is a major player in the ceramic tiles industry in
Egypt. We are one of the top 3 brands in the local market and we enjoy a
high market share growth compared to the other players. Our products are
highly in demand nationwide and we have strong retail presence through our
agents and El Sallab Group showrooms.
Royal Ceramica started its export activities in late 2006. Our top quality and
reasonably priced products made us earn our customers’ trust. Over the
years, we managed to build a strong relationship with all of our agents and
grow their number worldwide.
We have active presence in many markets worldwide in Europe, Africa,
Asia, and the Middle East. We grow every year with our agents and enjoy
our success together.
Exhibitions
Royal Ceramica regularly displays its latest design innovations in
reputable ceramic tile trade exhibitions around the world. You can visit our
booths at CEVISAMA, CERSAIE, Cairo Trade Fair, and many other
exhibitions.
