Integrated building and construction solutions provider Mabati Rolling Mills (MRM) has unveiled a major campaign to increase sales of its premium steel tile roofing products over the next three months.
The company unveiled a promotional activity dubbed Tiles Campaign in which it is targeting to sell 3,500 tonnes of roofing products in the tiles roofing business segment. Among the brands produced by the company are Versatile, Orientile, Zentile and Elegantile roofing tiles.
MRM, the market leader in building solutions, sells on average 1,000 tonnes of tiles roofing solutions and is hoping to significantly increase sales this year driven by the building and construction industry’s rebound following the negative impacts of Covid-19.
“Over the last two years we did not communicate effectively with customers due to Covid. Now we feel is the right time to launch the tiles campaign and tell the market about our products because we stand for quality,” said Manish Mehra, MRM Chief Executive Officer.
He added that through the campaign, the company is also targeting younger consumers with aim the being to walk with them in their journey towards owning a home.
MRM, a wholesome building solutions provider, has built a reputation as the market leader in the tiles roofing market by offering high quality products that are unmatched in terms of beauty, durability and cost efficiency. The products are available in both gloss and textured finish, come in different colours and offer much longer life span.
According to Mehra, although the steel tile roofing sheet market is still relatively small at about 10 percent with iron sheets still dominating the market, the campaign is part of MRM’s efforts not only to consolidate its market leadership but also push the growth of the tiles roofing market.
Over the next two to three years, the company hopes to see the tiles roofing market increase to at least 25 percent.
“The market will grow and there will be space for everyone but for us it is important we grow our market share without compromising on quality considering that many profilers have come into the market offering cheaper products but the quality is low,” said Mehra.
He added that the fact that the new profiles are offering low quality products and cheaper rates has created a distortion in the market, with consumers being the biggest losers.
MRM says the tiles campaign comes at an opportune moment in order to create excitement in the market and give an opportunity to consumers to choose high quality products that guarantee return on investment due to durability.
The campaign will involve using the company’s employees as brand ambassadors and also reaching consumers through different channels like its website, social media platforms, e-commerce (the company’s online shop), call center, point of sale displays and merchandising, among others.
