Devoted to growing partnerships in a marriage of service, ideas, quality, and integrity
Who We Are –  We are Corona: a well-respected, global company doing business in over 30 countries. Our Service Commitment ...
<ul><li>Headquartered in Bogotá, Colombia </li></ul><ul><li>Privately held by the Echavarria family, professionally manage...
1 2 5 1 8 8 5 9 3 8 4 5 2 6 0 6 2 The Antioquia Ceramics Company, dedicated  to the production of tableware and glass, is ...
1 9 6 2 8 0 0 3 9 9 4 8 0 1 2 Factories undergo a modernization process; the most modern factory in Latin America for the ...
2 0 4 0 6 2 7 8 Corona turns 125! Company creates a new corporate image which integrates all the businesses which make up ...
Making a House your Home 125+  YEARS 125+  YEARS
33% / North America 2% / Global Exports  United Kingdom France Portugal Spain Russia China Israel Dubai Thailand Vietnam 6...
Who We Are Strategy, Facts & Corporate Responsibility How we do this   Innovation in customer and consumer service, helpin...
Solid Global Player:  125 plus years experience in the ceramics business, with local operations in Colombia, the United St...
Savvy Retailer:  L argest & leading home improvement retailer in Latin America.  Who We Are  Strategy, Facts & Corporate R...
Active Environmental Champion:  Corona is an industry leader and advocate of “Clean & Green” manufacturing practices – lon...
Who We Are   Strategy, Facts & Corporate Responsibility Corporate Responsibility: Education Business Development Environme...
1995 – 1998 – 2005  Arcillolita RS Angelópolis Who We Are   Strategy, Facts & Corporate Responsibility 125+  YEARS Example...
Who We Are We value… Service – We believe in the giving of ourselves for our customers and for our communities.  Orchid co...
Some current U.S. customers Who We Are <ul><li>American Tile Supply </li></ul><ul><li>Armstrong </li></ul><ul><li>Brandon ...
Independent Ceramic Tile and Floorcovering Distributors Strong CC-RV Support (Unidos) Brand – High Relationship Position w...
US Ports New York Newark Norfolk  Baltimore Chicago via Baltimore Charleston Jacksonville Port Everglades Savannah New Orl...
<ul><li>In a collaborative effort with our customers, we are partnering to compete effectively in the future </li></ul>Key...
Our Service Commitment One-on-one Relationships <ul><li>Service with a personal touch </li></ul><ul><li>Our customers  enj...
<ul><li>Composed of approx 14 customers, 5 Orchid Mgr, 1 Industry Expert, 1 Corona BOD member </li></ul><ul><li>Meets annu...
Our Service Commitment Distributor Design Council Goal:  To ensure that product development is done in collaboration with ...
Our Service Commitment Customer Review Process Goal:  A Quantitative and Qualitative Process for measuring key elements of...
Our Service Commitment Customer Review Process Performance Compared to the Competition:   Service Quality 4.3 Responsivene...
Our Service Commitment Customer Review Process <ul><ul><li>Timely responses to questions  and concerns </li></ul></ul><ul>...
Our Service Commitment Customer Review Process <ul><li>Orchid Ceramics   36% </li></ul><ul><ul><li>Quality service </li></...
Our Service Commitment Customer Collaboration on New Products, Bogota Traveling to the State-of-the-Art Port of Cartagena ...
Our Products Partner with our customers to reach multiple market segments in order to grow and gain market share  Orchid’s...
Porcelain & ceramic tiles serviced from the same supplier in the same container, creates an opportunity for our customers ...
New State-of-the-art porcelain factory Our Products <ul><li>Secures USA capacity needs through 2012 </li></ul><ul><li>Rais...
14 Red-Body Series 1 White Body Series 4 Porcelain Series Private Label Our Products
Our Products Porcelain Formats Field Tiles 19x19” 18x18” 12x18” 12x12” 6x6” Decorative  & Trim Examples 3x6”
Our Products Red-Body Formats Field Tiles 18x18” 13x13” 8x12” Wall 6x6” Decorative  & Trim Examples 8x8” 3x6” 10x13” Wall
CARTAGENA TULSA ANAHEIM Form valuable partnerships with companies like you! Our Focus Who We Are Our Service Commitment Pr...
Thank You!
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Orchid Ceramics and Corona

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Presentation on the Corona Organization and Orchid Ceramics, our products, values, and market position

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Orchid Ceramics and Corona

  1. 1. Devoted to growing partnerships in a marriage of service, ideas, quality, and integrity
  2. 2. Who We Are – We are Corona: a well-respected, global company doing business in over 30 countries. Our Service Commitment – Orchid’s service model allows our customers to achieve success Products for Today’s Market & the Future – In a collaborative effort with our customers, we are partnering to compete effectively in a dynamic and evolving market Our Focus – Build market share through a focused effort to target new construction, residential remodel, and commercial market needs by forming valuable partnerships through the independent and private label channels
  3. 3. <ul><li>Headquartered in Bogotá, Colombia </li></ul><ul><li>Privately held by the Echavarria family, professionally managed </li></ul><ul><li>History of over 127 years </li></ul><ul><li>Approximate 2007 revenues of 1.3 billion USD, 9,000 employees </li></ul><ul><li>Competencies in ceramic technology, logistics and retail </li></ul><ul><li>Business units engaged primarily in building material supply: </li></ul><ul><ul><li>Ceramic Tiles </li></ul></ul><ul><ul><li>Sanitaryware and Faucets </li></ul></ul><ul><ul><li>Home centers </li></ul></ul><ul><ul><li>Raw materials </li></ul></ul><ul><ul><li>Others </li></ul></ul><ul><li>Current US businesses: Orchid Ceramics, Mansfield Plumbing </li></ul>Who We Are Who We Are Our Service Commitment Products for Today’s Market & the Future Our Focus
  4. 4. 1 2 5 1 8 8 5 9 3 8 4 5 2 6 0 6 2 The Antioquia Ceramics Company, dedicated to the production of tableware and glass, is created in Caldas, Antioquia Gabriel Echavarria Misas acquires the company The first tile factory is established Company begins to manufacture sanitary porcelain in Madrid, close to Bogota The first ceramic tile factory is established Electro-porcelain Gamma is created and begins to develop activities using non-metallic minerals In association with American Standard, a plant specialized in the manufacture of bathroom fittings for exportation to the United States, is created +YEARS 125+ YEARS 1881 1935 1948 1952 1956 1960 1962 1963 1980 1989 1994 1998 2001 2002 2004 2006
  5. 5. 1 9 6 2 8 0 0 3 9 9 4 8 0 1 2 Factories undergo a modernization process; the most modern factory in Latin America for the production of tiles for floors and walls is established in Sopó The Foundation changes its name to Corona Foundation Corona forms an alliance with Chilean company Sodimac, to create Homecenter retail chain Ceramic Megastores, ceramics stores and Corona showrooms are developed Tableware distributor Lomesa is created in Mexico Tile distributor Orchid Ceramics, is created in the United States Grival, company specialized in the production of metallic and plastic faucets, is created. In addition, a factory specialized in the manufacture of ceramic products is established in association with American company Crossley Machines 2 125+ YEARS 1881 1935 1948 1952 1956 1960 1962 1963 1980 1989 1994 1998 2001 2002 2004 2006
  6. 6. 2 0 4 0 6 2 7 8 Corona turns 125! Company creates a new corporate image which integrates all the businesses which make up the Organization Control of Mansfield LLC, American manufacturer and wholesaler of toilets, is acquired Corona opens its porcelain Factory in Sopó Cundinamarca 125+ YEARS 2007 2008 1948 1952 1956 1960 1962 1963 1980 1989 1994 1998 2001 2002 2004 2006
  7. 7. Making a House your Home 125+ YEARS 125+ YEARS
  8. 8. 33% / North America 2% / Global Exports United Kingdom France Portugal Spain Russia China Israel Dubai Thailand Vietnam 65% / Latin America 125+ YEARS Global Footprint Percentage of Net Sales by Region
  9. 9. Who We Are Strategy, Facts & Corporate Responsibility How we do this Innovation in customer and consumer service, helping simplify the process of enriching homes - making ordinary life extra-ordinary. Profound understanding of our direct customers and end consumers drives our ability to partner with our distribution systems to deliver this promise. Capabilities. We will continue to develop the necessary capabilities to constantly refine and improve our value proposition in those markets we choose to serve. Colombia is the foundation of our business. Innovation is a key driver in fueling our aggressive internationalization in the bath, kitchen and flooring markets in the Americas. Strategic Intent: We are a leading provider of bath, flooring and kitchen solutions in the Americas. Our brands are renowned for enriching consumer’s lives and transforming homes with quality, affordable style solutions for better living. 125+ YEARS
  10. 10. Solid Global Player: 125 plus years experience in the ceramics business, with local operations in Colombia, the United States & China. Who We Are Strategy, Facts & Corporate Responsibility 125+ YEARS Facts $USD 1.25 Billion Plus in consolidated group revenue. Privately – held enterprise – family founded and owned. 13,000 employees worldwide. 11 manufacturing facilities worldwide – three in the United States and eight outside the United States. Experienced and export-driven – exports to over 32 countries worldwide. Tiles, Bath, Kitchen, Faucets are core focus.
  11. 11. Savvy Retailer: L argest & leading home improvement retailer in Latin America. Who We Are Strategy, Facts & Corporate Responsibility 125+ YEARS How we do this $USD 2.25 Billion Plus in consolidated group retail sales in strategic partnership with the Falabella Group (Chile). 115 rooftops across Latin America. Diverse multi-format Retailer with big box, specialty, & outlet formats. Average big box format is 52,000 square feet. Specialty (Bath, Floor, Kitchen) and outlet formats average 3,500 – 4,000 square feet. A-Z project design, management, installation, & consumer financing.
  12. 12. Active Environmental Champion: Corona is an industry leader and advocate of “Clean & Green” manufacturing practices – long before it was “trendy”. What We Do Strategy, Facts & Corporate Responsibility 125+ YEARS How we do this 53% of all water used is recycled or reused water 68 % of the total waste generated is reused in different manufacturing processes across the Company. Corona Ceramic tiles facilities (Sopo-Prestigio) recycle and reuse 100% of all water employed in the manufacturing our our tile – a total reduction in water consumption of 28.181 m3. Initiatives to reduce electric energy consumption account for 1,462.068 Kw. Initiatives to reduce thermic energy account for 1,077.882 Nm3
  13. 13. Who We Are Strategy, Facts & Corporate Responsibility Corporate Responsibility: Education Business Development Environmental Work Institutional & Municipal Accountability Building Social Framework Sustainable Housing Philanthropy 125+ YEARS
  14. 14. 1995 – 1998 – 2005 Arcillolita RS Angelópolis Who We Are Strategy, Facts & Corporate Responsibility 125+ YEARS Example - Corporate Responsibility: Sustainable Mine–land Recovery Programs
  15. 15. Who We Are We value… Service – We believe in the giving of ourselves for our customers and for our communities. Orchid contributes to organizations such as Tile Partners for Humanity and Habitat for Humanity. Ideas – We believe in ideas that bring value to our partnerships. We believe in listening to our customers’ ideas and acting upon them. Quality – We believe that our products as well as our service must reflect our high quality standards at all times. Integrity – We believe in connecting with others to build trust by building fruitful relationships through the achievement of a mutual purpose, mission, and goals. <ul><li>,LLC </li></ul><ul><li>Headquartered in Tulsa, Oklahoma </li></ul><ul><li>5+ Years in business </li></ul><ul><li>Distributes via containers from Cartagena, Colombia, offering quicker lead times and lower ocean freight than most foreign manufacturers </li></ul><ul><li>US Based Sales, Marketing, and Service Team </li></ul><ul><li>Supplying full lines of both porcelain and ceramic tile </li></ul>
  16. 16. Some current U.S. customers Who We Are <ul><li>American Tile Supply </li></ul><ul><li>Armstrong </li></ul><ul><li>Brandon Company </li></ul><ul><li>D&B Tile Distributors </li></ul><ul><li>EJ Welch Company </li></ul><ul><li>Gulf Tile </li></ul><ul><li>Hamilton Parker </li></ul><ul><li>Longust </li></ul><ul><li>Louisville Tile </li></ul><ul><li>Master Tile </li></ul><ul><li>Mohawk </li></ul><ul><li>Mosaic Tile Company </li></ul><ul><li>Self’s Incorporated </li></ul><ul><li>Space Flooring & Supplies </li></ul><ul><li>Tri-State Wholesale </li></ul><ul><li>Virginia Tile Company </li></ul>
  17. 17. Independent Ceramic Tile and Floorcovering Distributors Strong CC-RV Support (Unidos) Brand – High Relationship Position with Customers Superior Service Strong Product Value To Price Short Water Times (CC-RV) Distributor Advisory Council Duty Free Colombia (CC-RV) Lower Water Freight Costs (CC-RV) Customer Review Process Customer Design Council Ceramic Know-How, Tech Support B2B US Based Sales Team Mktg Programs US Based DC’s Sales & Ops Planning Customer Driven Design Unidos – Acctg / Finance / IT / HR China Office (China) Our Service Commitment Value Proposal Consistent average water times of 30-40 days & back-up stock in two US DC’s means that Orchid customers are able to keep lower inventory on hand than they can with other offshore manufacturers Orchid’s commitment to working one-on-one with our customers ensures that the products and services provided are directly in line with their needs Orchid helps its customers to further reduce costs through duty-free shipments with lower ocean costs than most competitors, as well as through technology solutions such as B2B Who We Are Our Service Commitment Products for Today’s Market & the Future Our Focus
  18. 18. US Ports New York Newark Norfolk Baltimore Chicago via Baltimore Charleston Jacksonville Port Everglades Savannah New Orleans Houston Los Angeles Portland Our Service Commitment Distribution Network Flexible to Meet Your Needs <ul><li>Container Lead Times Averaging 30-40 days </li></ul><ul><li>(From order date to POE delivery, depending on content, availability, and POE) </li></ul><ul><li>Direct container service to major U.S. ports </li></ul><ul><li>U.S. distribution centers in Tulsa and Anaheim </li></ul>
  19. 19. <ul><li>In a collaborative effort with our customers, we are partnering to compete effectively in the future </li></ul>Key Portals for Strategic Relationships <ul><li>One-on-one Relationships </li></ul><ul><li>Distributor Advisory Council </li></ul><ul><li>Distributor Design Council </li></ul><ul><li>Customer Review Process </li></ul><ul><li>Customer Visits to Factories in Colombia </li></ul>Our Service Commitment
  20. 20. Our Service Commitment One-on-one Relationships <ul><li>Service with a personal touch </li></ul><ul><li>Our customers enjoy the support of the Orchid team that is located the US – just a phone call or email away and the Orchid team members in Colombia – Unidos! </li></ul><ul><li>Customers enjoy ongoing one-on-one contact with a dedicated service and sales representative that can customize service to fit customer needs </li></ul>
  21. 21. <ul><li>Composed of approx 14 customers, 5 Orchid Mgr, 1 Industry Expert, 1 Corona BOD member </li></ul><ul><li>Meets annually </li></ul><ul><li>Reviews Orchid service performance and openly recommends changes </li></ul><ul><li>Critiques Orchid long-term strategy </li></ul><ul><li>Subsequent follow-up at trade shows and customer site visits </li></ul><ul><li>Increases Orchid customer visibility with Corona BOD </li></ul>Our Service Commitment Distributor Advisory Council Goal: Review and gain feedback on Orchid’s service performance and gain a critique of the Orchid strategy with owners and executives of our key customers
  22. 22. Our Service Commitment Distributor Design Council Goal: To ensure that product development is done in collaboration with customer needs <ul><li>Identifies design trends </li></ul><ul><li>Prioritizes Orchid product developments </li></ul><ul><li>Subsequent follow-up throughout year at trade shows and customer site visits </li></ul><ul><li>Composed of 6 designers from various customers and 3 Orchid managers </li></ul><ul><li>Meets annually to present customer design recommendations, review designs from glaze suppliers and design houses </li></ul>
  23. 23. Our Service Commitment Customer Review Process Goal: A Quantitative and Qualitative Process for measuring key elements of customer service and for identifying future growth opportunities <ul><li>Approximately 50 in-depth interviews with 17 key customers; 3 interviews per customer </li></ul><ul><li>Cross-functional; All areas of Orchid and customers are involved </li></ul><ul><li>Quantifies performance in 5 key areas </li></ul><ul><li>Provides concrete, actionable feedback </li></ul><ul><li>Helps establish priorities </li></ul><ul><li>Drives customer-focus value of Orchid throughout organization </li></ul>Customer response from April, 2008 review
  24. 24. Our Service Commitment Customer Review Process Performance Compared to the Competition: Service Quality 4.3 Responsiveness 4.4 Communicating Information 4.2 Understanding Your Needs 4.2 Design 3.7 0% Percent Responding 100% MEAN SCORE Below Competitors Somewhat Below Competitors Same as Competitors Somewhat Above Competitors Above Competitors
  25. 25. Our Service Commitment Customer Review Process <ul><ul><li>Timely responses to questions and concerns </li></ul></ul><ul><ul><ul><li>“ Quick response from Customer Service and sales representative on order availability and other needs.” </li></ul></ul></ul><ul><ul><ul><ul><li>– Vice President </li></ul></ul></ul></ul><ul><ul><li>Product quality and consistency </li></ul></ul><ul><ul><ul><li>“ Product quality is great. Don’t hear any complaints.” </li></ul></ul></ul><ul><ul><ul><ul><li>– General Manager </li></ul></ul></ul></ul><ul><ul><li>Design elements including textures and colors </li></ul></ul><ul><ul><ul><li>“ Colors and textures are all good.” </li></ul></ul></ul><ul><ul><ul><ul><li>– Showroom Manager </li></ul></ul></ul></ul><ul><ul><li>Value for price paid; appropriate price point </li></ul></ul><ul><ul><ul><li>“ The value for the dollar is good on Orchid’s products.” </li></ul></ul></ul><ul><ul><ul><ul><li>– General Sales Manager </li></ul></ul></ul></ul><ul><ul><li>Positive perception of specific personnel </li></ul></ul><ul><ul><ul><li>“ Kudos to Luis Miguel Posada and team!” </li></ul></ul></ul><ul><ul><ul><ul><li>– Product & Sales Manager </li></ul></ul></ul></ul><ul><ul><li>Communication of order status </li></ul></ul><ul><ul><ul><li>“ Order confirmations are very helpful and timely.” </li></ul></ul></ul><ul><ul><ul><ul><li>– Operations Manager </li></ul></ul></ul></ul>Key Strengths According To Our Customers: Verbatim Responses from Customers in the CRP
  26. 26. Our Service Commitment Customer Review Process <ul><li>Orchid Ceramics 36% </li></ul><ul><ul><li>Quality service </li></ul></ul><ul><ul><li>Personal touch </li></ul></ul><ul><ul><li>Good logistics </li></ul></ul><ul><ul><li>Consistent packaging </li></ul></ul><ul><ul><li>Good stock orders </li></ul></ul><ul><ul><li>Really listens to customers </li></ul></ul><ul><ul><li>Invites customer input </li></ul></ul><ul><li>Crossville 21% </li></ul><ul><ul><li>Customer focused; excellent service </li></ul></ul><ul><ul><li>Training offered </li></ul></ul><ul><ul><li>Broad product line </li></ul></ul><ul><ul><li>Strong relationship built </li></ul></ul><ul><ul><li>Good marketing </li></ul></ul><ul><ul><li>Solid solution provider </li></ul></ul><ul><li>Atlas Concorde 6% </li></ul><ul><ul><li>Excellent personal care </li></ul></ul><ul><li>American Olean 6% </li></ul><ul><ul><li>Solid relationship built </li></ul></ul>Best Suppliers: Customers were asked to identify their best supplier and provide a reason for why they feel that way. Four organizations garnered the top number of responses: Our performance is amongst the best in the US ceramic tile industry:
  27. 27. Our Service Commitment Customer Collaboration on New Products, Bogota Traveling to the State-of-the-Art Port of Cartagena Orchid customers cut the ribbon at the grand opening of the new porcelain factory Customer visits to our facilities in Colombia Enjoying the sites of the harbor of Cartagena by sailboat Cartagena - Oldest Walled City in Western Hemisphere
  28. 28. Our Products Partner with our customers to reach multiple market segments in order to grow and gain market share Orchid’s Product Strategy – Market Segments New Residential Construction Commercial Residential Remodel Who We Are Our Service Commitment Products for Today’s Market & the Future Our Focus
  29. 29. Porcelain & ceramic tiles serviced from the same supplier in the same container, creates an opportunity for our customers to lower their US inventory investments and consolidate vendors from multiple continents into just one supplier Orchid’s Product Strategy – Product Levels Italian-style products with better pricing Porcelains with affordable design Red body ceramic with excellent quality and value Our Products
  30. 30. New State-of-the-art porcelain factory Our Products <ul><li>Secures USA capacity needs through 2012 </li></ul><ul><li>Raise capacity from 19millon Mt2/year in 2007 to 34million Mt2/year in 2012 in Corona’s tile business unit </li></ul><ul><li>Initial investment $64million USD </li></ul><ul><li>4 New porcelain product lines, developed with customer collaboration launched in 2007; additional lines launched through private label customers </li></ul>
  31. 31. 14 Red-Body Series 1 White Body Series 4 Porcelain Series Private Label Our Products
  32. 32. Our Products Porcelain Formats Field Tiles 19x19” 18x18” 12x18” 12x12” 6x6” Decorative & Trim Examples 3x6”
  33. 33. Our Products Red-Body Formats Field Tiles 18x18” 13x13” 8x12” Wall 6x6” Decorative & Trim Examples 8x8” 3x6” 10x13” Wall
  34. 34. CARTAGENA TULSA ANAHEIM Form valuable partnerships with companies like you! Our Focus Who We Are Our Service Commitment Products for Today’s Market & the Future Our Focus
  35. 35. Thank You!

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