Firm kicks off porcelain tiles campaign, reinforces product leadership
Management staff of CDK Integrated Industries Limited at the unveiling of the campaign in Lagos…<br />PHOTO: ENIOLA DANIEL
Leading porcelain tiles manufacturer in Nigeria, CDK Integrated Industries Limited, has launched a product campaign nationwide to reinforce its leadership in porcelain tiles market in sub-Saharan Africa.
As a solutions provider and critical player in the real estate and construction sector, the company has focused the campaign on educating consumers and sensitising the market about its product quality as attested to by stakeholders including developers, distributors, tilers, and other professionals in the real estate and construction sector.
Described as the best in the art of tiles, CDK has in the last six years grown from a proudly Nigerian company to an internationally recognised brand through its commitment to the production of international standard quality porcelain tiles ideal for homes, public spaces, institutions, and large constructions.
As an ISO certified, the brand has won multiple awards, including the Porcelain Tiles Manufacturer of the year award at the 16th Africa International Housing Show, AIHS 2022, and Organizers Choice Awards at the recently concluded Big five Construct Nigeria exhibition which has firmly established its position as the leading international construction event.
Managing Director of the company, Bernard Longe highlighted some of the qualities of the CDK products such as their structural strength and durability, and their almost zero water absorption, which is a very critical differentiating factor between porcelain and ceramic tiles which regrettably, are often not so identified in the labelling and thus creates confusion in the minds of consumers when confronted by pricing differentials.
Speaking on the campaign, Longe, said: “It has always been our goal and pride to identify as a truly Nigerian brand producing to international quality and thereby, contributing avidly to the growth of the Nigerian economy and strengthening the country’s growing reputation for quality production. One of the ways we do this is by ensuring that we produce the best quality porcelain tiles that can stand up to any comparable product anywhere in the world. Our unwavering commitment to quality has earned us an enviable reputation in the market.”
He informed, “The goal of the campaign is not only to reinforce CDK’s category leadership, but to also bring to the public knowledge the quality edge that CDK porcelain tiles have over others and educate the public on what quality porcelain tiles should be and what they should look out for when in search of quality tiles.”
On the challenges, he said: “The challenge we face is in terms of knowledge; many see tiles such as those imported from Italy, China or Spain as superior, but we are emphasising that being made in Nigeria does not make it inferior. CDK is made in Nigeria but of international standard. We are proudly made in Nigeria and we proudly inscribed made in Nigeria on our tiles. It was a struggle for Nigeria-made cables to be recognised, but I am happy that big companies, including Julius Berger, specify made-in-Nigeria cable today. So, we are hoping to get to that point. Even though we are made in Nigeria, we are of the best quality.”
He continued: “Another challenge is the lack of rail transportation; where factories are located will not be significant if there are trains to connect. In those days, there were manufacturing companies in Kano, Maiduguri that have railway siding where trains can bring in raw materials and take away the finished products, but companies are closed down today because there is no longer rail siding.”
On his part, President, Nigerian Association of Tilers, Olanrewaju Hassan, noted that CDK has the best standard in quality in Nigeria, an opinion that is similarly shared by a major tiles distributor Kenechukwu Lotanna trading as Gozlo Limited.
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