Fayez Ahmed, Head of Brand, Corporate Sales & Retail Operation at Monno Ceramic, discusses the creative and decisive marketing strategies that have kept the company at the forefront of the Bangladeshi ceramics industry.
According to the Bangladesh Ceramic Manufacturers’ and Exporters’ Association, ceramics logged BDT 6,000 crore sales in the 2020-21 fiscal year. What has been the secret behind such remarkable performance of the industry?
The ceramic industry has been an escalating manufacturing sector in Bangladesh. Recently, this industry has experienced 200% growth in production in the last five years. This growth momentum is expected to sustain for a considerable period of time, thanks to the robust development of the real estate sector and the rising living standard of the people in the country. The industry is also positioned to expand rapidly in the global market with its high-quality products, low labour costs, competitive prices and duty-free access to the EU and other developed countries. Traditional manufacturers of ceramics such as Germany, Italy, Spain and China have been experiencing difficulties in remaining competitive due to rising labour costs, energy shortages, the global financial crisis and the ongoing pandemic shock. Therefore, more orders are being placed in low-cost countries like Bangladesh. Even during the pandemic period, export orders were at their peak. In terms of quality, Bangladeshi ceramics can easily compete with the products of its close competitors – China, Vietnam, Indonesia, Sri Lanka and India.
Alongside, the demand for tableware, tiles and sanitary goods as luxury items has increased with the burgeoning of the middle class in Bangladesh. Ceramic ware is no longer a status symbol but a necessity in almost all households. A constant rise in the middle class and urban population is helping the ceramic market expand in Bangladesh. To cater to the increasing demand for ceramic products, all major local ceramic companies have been expanding their plants and operations. Now, if the industry gets proper incentives and support from the government, it has all the potential to be one of the top ceramics-exporting countries in the world. Much like the garments industry, this would be another manufacturing success for Bangladesh.
Monno Ceramic is one of the pioneers of Bangladesh’s ceramics industry. What inspires the unique aesthetics of its products?
Back in the 1980s, when Mr. Harunar Rashid Khan Monno was thinking of venturing into the ceramic tableware business, the industry was dominated by European and Japanese brands like Noritake, Nikko, Wedgwood & Royal Doulton. Even with such odds against him, he went forward and established the largest tableware factory in Bangladesh with complete Japanese technology in 1984. Not only that, he envisioned making his new project completely export-oriented. Even in today’s modern industrial age of Bangladesh, it is unheard of that someone might take such a bold step to venture into an industry which is dominated by foreign giants. Mr. Monno’s determination and perseverance knew no bounds, and as a result, Monno Ceramic is now a household name in Bangladesh, and a well-known & respected OEM tableware manufacturer worldwide. Spanning its businesses across 48 countries, his dream of making his company export-oriented became true many folds.
Head of Brand Corporate
Sales & Retail Operation
Monno Ceramic
Mr. Monno’s dream was to manufacture world-class quality products and this principle has continued to be reflected in the products made by Monno Ceramic. We offer products in Bone China, Porcelain, and High Alumina Hotel ware. Each body composition is made from the finest raw materials sourced internationally to ensure its superior quality. These are meticulously crafted and transformed into exquisite tabletop, mirroring a unique blend of eye-catching shapes, enviable translucency and durability. These are strengthened by a highly calibrated test protocol for metal release, thermal shock resistance, chemical resistance, scratch resistance, chip resistance, and dishwasher and freezer safety, to name a few. These are communicated to consumers as well which assures the consumers that the goods they are purchasing have a low impact on the environment. It immediately sets a positive buying experience for more environmentally cautious consumers.
With increasing demands, more and more local and international brands are entering Bangladesh’s ceramic market. How does Monno Ceramic set itself apart in an increasingly competitive market?
Monno’s tableware has always been a consumer favourite. Ceramic tableware is a highly competitive industry, with constant innovation and changing customer demands. Therefore, every company needs to perform at its best to survive in this industry. The first thing that sets Monno Ceramic apart from its competitors is its quality. Produced with the latest German and Japanese technology, our Porcelain and Bone China products are one of the finest in the world. In this era, customers are seeking quality over quantity and we are always trying to provide exactly that. Monno Ceramic is linked with renowned tableware designers from around the world and our own outlets have many ranges developed by these world-class designers. With a host of these designers, we are launching new collections every season and thus, staying one step ahead. Extensive marketing strategies, product diversification, distribution channels, unique shopping experience, social media marketing, influencer marketing, branding and promotional strategies are other key factors in Monno’s ability to stay ahead of its competition.
Monno Ceramic was the first company that introduced the home delivery of ceramic products which are likely fragile goods. As we all know how difficult and challenging it was to take this bold step where there lies the possibility of breakage during transport, but, the vast experience of our packaging sector inspired us to develop such packaging to protect fragile goods during transport. This kind of timely step set us apart in an increasingly competitive market.
MONNO CERAMIC IS LINKED WITH RENOWNED TABLEWARE DESIGNERS FROM AROUND THE WORLD AND OUR OWN OUTLETS HAVE MANY RANGES DEVELOPED BY THESE WORLD-CLASS DESIGNERS.
Moreover, after the launch of our flagship store in Banani and signature store in Uttara, we realised that demands for premium tableware and a unique shopping experience are rapidly increasing in the country. In the upcoming days, we will be inaugurating several flagship outlets in the capital and major cities across the country. Also, as there is a huge demand for Monno’s products in the Bengali diasporas of the U.S., the U.K., Canada, Australia, and other places, we will soon start international shipping of our goods as well.
As a veteran branding professional in Bangladesh’s ceramics industry, how crucial is it for companies to have a strong brand identity in terms of sales and revenue generation?
Successful organisations consider sales branding an investment, and they know their brand is a valuable asset. Strong brands generate interest, attract new customers, and strengthen a business’s overall marketing strategy. Building and protecting a powerful brand are the key factors that determine how much profitability and revenue your business can attract. A brand is the only asset that when managed properly, will never depreciate. Buildings can fall, cars can depreciate, stocks can become obsolete and the staff can move on, but a brand can increase in value year after year. It’s also the only benefit your competitors can never replicate. A brand is the personality of any company.
Effective branding makes a brand more visible, identifiable and memorable. It attracts attention and drives sales. You also get better margins, as your customers are willing to pay more for products and services from companies they know and trust. More than anything else, customers need to know they can trust your company, services, and products. A brand is like a hallmark – they know what they can expect and they know it’ll be reliably delivered. They trust you when you say that your products or services will make them more productive, more respected, or more beautiful. So, it is of utmost importance for a company to have a strong brand identity in terms of sales and revenue generation.
What are the qualities one must possess to become a successful brand professional?
Building a brand isn’t a one-person job. It takes collaboration, teamwork, and iterating back and forth. But as with any important project, it requires one person to lead the effort, ensuring that you get the results you want. After all, a brand is like a plant – even after it’s been planted and grown from seed to flowering greenery, you still need to take care of it every day to keep it alive. Naturally, successful brand professionals require a broad skill set that enables them to work cohesively with other departments and ensure that the many pieces of the puzzle fit seamlessly together to strengthen the company’s brand.
The most important or mandatory quality is love towards a brand or company. A few essential brand management skills are – collaboration and relationship management, strong communication skills, solution-oriented, relentless customer focus, analytical thinking, creative storytelling, adaptability under pressure, tech- and social media- savvy and having a data-driven approach.
Photographs Courtesy of Monno Ceramic
