Renamed construction adhesive producer eyes world markets
JORAKAY CORPORATION, formerly Cera C-Cure, the manufacturer of Crocodile brand tile-adhesive and grout products, has announced that along with its recent name change, it is planning to become No 1 in its field in Southeast Asia with an aggressive marketing plan in neighbouring countries, especially Myanmar and Vietnam.
The company targets revenue growth of 15-20 per cent this year compared with 2016.
Suppapong Phetsuit, president of Jorakay Corp, said the name change officially took effect at the end of March.
The reason for the change was to link the name of the company with its product – jorakay means “crocodile” in Thai.
“The corporate name change is considered a big move for the Crocodile brand, which has been known for more than 25 years in the construction industry as Thailand’s No 1 manufacturer and distributor of adhesives, grout, tiling, waterproofing, and stucco colours.
“Nowadays, Jorakay Corporation has more than 4,000 distributors, both local and overseas, especially in CLMV countries [Cambodia, Laos, Myanmar and Vietnam]. Sales this year are expected to grow by 15-20 per cent from last year ... to reach the target of Bt2.8 billion by the end of this year.
“The next big move of the Crocodile brand is to become the leader of the Southeast Asian market.
Over the next three to five years, we will concentrate on overseas marketing at the global and regional scale. Our focus is on Southeast Asia, especially Myanmar and Vietnam.
“Crocodile products have been exported to international markets since 2007.
The international market this year is targeted to contribute 25-30 per cent of the overall sales volume. We will highlight the high-value products that generate better income in Thailand.
We will also expand Crocodile products to new markets as well as create better brand awareness in the international markets.
“Apart from the emphasis on overseas marketing, our company is heading for a better operation in all aspects, such as a better work system and management, and better research and development for product innovation that meets the customer’s needs and wants.
Moreover, in order to serve markets better in the future, we are planning to list on the stock market. “For the past 25 years, our organisation has never stop developing. We care for our customers, our stakeholders, and our staff.
In 2016, Crocodile was praised as a leader of product innovation that cared for quality of life and the environment. It was awarded ISO14001:2015 [status], which is recognised worldwide for excellence in environmental management.”
Suppapong said Crocodile had also been recognised for its advanced dust-reduction technology that saves energy and reduces pollution.
“Besides, it was also awarded ISO 9001:2008 that [certifies] excellence in quality and efficiency within the organization,” he said.
“Last year, the decline of the global and local economies resulted in a slowdown in the construction-materials business. This year, there are more competitors. Besides, the economy in general has not improved much from last year. There will likely be a price war within the industry.
Nevertheless, Crocodile will continue to grow with confidence that it will keep the largest share and still be the leader of the market.”
