cotto
MARKET COTTO is the world-class player in the surface covering and sanitary ware segment, simultaneously it is the flagship brand of SCG, which is the world-largest ceramic producer. COTTO’s wide-range of products and solutions, together with product quality and innovation, serves customers in over 50 countries from all around the world. Export sales account for 40% of revenues of the brand. In Thailand, COTTO is the leader in premium segments with strong business foundation including distribution channel, product variety and brand value in the consumer’s mind. From 2000, COTTO made a radical change to the tiles and sanitary ware market. To avoid price competition, COTTO’s strategy is to turn the brand from functional products into a more emotional brand by the introduction of a marketing campaign to create new competitiveness and positioning of this premium trendsetter brand. In Thailand, the ceramic tiles market represented an estimated 179 million square meters, in 2013. For sanitary ware and fittings, market is around ten billion baht. COTTO is the market leader in both segments. To enhance the COTTO brand in the global market, COTTO introduced the latest brand theme “Share the World Pleasure” in 2012, which concentrates more on creating an emotional aspect towards the brand. This brand theme involved bringing COTTO’s experience of creating pleasure to people around the world and sharing with each other COTTO’s brand promise “Pride and Pleasure”
• Good Design Award by Japan Institute of Design Promotion • Prime Minister Awards in Safety and Quality Management • Prime Minister Export Awards in outstanding as the best exporter, distinctive development
to consumer preferences. As a consequence, in 1987, COTTO established a company for manufacturing faucets and sanitary fittings. COTTO has become a leading manufacturer and distributor of high-quality tiles and sanitary ware.
and marketing of the owned brand and design, export honorary recognition • ASEAN Energy Award • Thai Chamber of Commerce top Energy Award
ACHIEVEMENTS With the global vision of being one of the world leaders in the tiles and sanitary ware segments, together with the four Core Values of SCG, COTTO is concerned in delivering the finest value to customers including innovative quality, cutting-edge design as well as the best brand experience, moreover, in environmental aspect. Awards • Good Design Award, Best ECO Design by the Chicago Athenaeum Museum of Architecture and Design • Design Excellence Award (DEmark) by Department of Export Promotion, Ministry of Commerce, Royal Thai Government. 15
HISTORY Starting from 1979, SCG commenced the manufacture of mosaic tiles for export to Europe, USA and Japan. This marks the origin of the COTTO brand which has been running the business of ceramic tiles until the present day. Later, in 1984, COTTO expanded its business in manufacture and distribution of high-quality and beautiful vitreous china sanitary wares in response
Recently, in 2009, COTTO has created an innovation with the concept of “The Right Solution” from their insight that a variety of consumer needs can be served with one right solution. This has led to the establishment of COTTO STUDIO, a place of a complete line of tiles, sanitary wares, faucets, and a place of total solutions in response to different preferences and to be the best answer for you. In 2012, COTTO has taken another big leap to become a global brand with a new concept “Share The World Pleasure.” COTTO was selected to participate in MILAN Design Week 2012 in Milan, Italy. COTTO exhibited their unique designs and technologies through the concept ‘Fiume Del Paradiso’ or ‘River of Paradise’ with great feedback from designers around the world, proving COTTO’s passion for seeking new aesthetics around the world and sharing them with both Thai and foreign people through their highquality products with superb and innovative design.
PRODUCT
RECENT DEVELOPMENTS
COTTO is one of few brands which offer the full range of solutions including tiles and sanitary ware. Its top quality products were derived from the deep understanding of customers which COTTO has studied the global lifestyle of people since 2006. COTTO’s trend-setter team develop biannually a trend book to cover product design guidelines then offer products best suited to the preference of each individual. There are varieties of habitat solutions provided; • Surface covering solution; variety type of tiles including homogenous tiles, mosaic, glazed porcelain tiles, glass tiles, ceramic wall and floor tiles, care and maintenance products as well as Marmo Granito, the revolutionary stone, a proprietary material which replicates the beauty of natural marble with grain look throughout the body. • Bathroom solution; Hygienic wash basins, toilets, bathtubs, bathroom furniture, faucets, showers, rising sprays, flush valves, bathroom safety accessories and bathroom fittings • Kitchen solution; kitchen units with COTTO speed kitchen system. • Water solution; water tank, water treatment system
Brand development is not only improving product performance; for instance eco tile and sanitary ware but also breaking through innovations which change the business itself. “Marmo Granito” is the latest result of intensive research and development. The unique proprietary technique creates the revolutionary stone that changes the modern world of surface
covering. It is faux marble with exceptionally natural and realistic looking grain throughout the piece which has been confirmed by the responses from architects and designers around the world, as seen in Milan Design Week 2012. Furthermore, COTTO offer the utmost satisfaction by introducting the first COTTO Italia collection. The collection that brings the real value of Italian design into “100% born in Italy” porcelain tiles to fulfill the hi-end demand of tile usage in ASEAN. “COTTO Digital” is the latest offering introduced in the Thai market for the first time. This collection is produced by touchable 3D digital printing to bring the reality of natural onto tile surfaces. Later on, it has been used in “COTTO Digital HyperBright”, the temperedglass tile with sharp images and vivid colours. In term of design innovation, COTTO introduced “Aqua~Twins”, an innovative sink faucet that combines two functions into one faucet, water for use and drink. A quality water filtration system is installed to ensure that users will be able to drink clean water from AQua~Twins immediately.
from the restroom. COTTO has renovated existing restrooms in Don Mueang airport, and Suvarnnabhumi International Airport with premium COTTO products and solution. The restrooms came in various concepts to present the Thai pleasures to the world; for instance Bangkok city of life, and seven wonders of Thailand. Remarkably, COTTO also introduced global architects and designers with Marmo Granito in Milan Design Week to build the brand among world-class brands. On the other hand, traditional media and communication are needed to sustain brand recognition in the market. COTTO integrates both on-line and off-line communication under the “Share the World-Pleasure” campaign to enhance brand image of COTTO that already serves people needs around the world. Last, but not least, another essential communication and branding is COTTO’s continuing CSR project at both international level and regional level. Focusing on supporting the new talents of design studio and students, COTTO initiated various project such as “Sustainable Design Camp” in Thailand, “Another Perspective curated by COTTO” in Milan, “Sustainable Shelter in an age of Climate Change and Disasters” design contest in Vietnam and Thailand as well as “Better Together Design Contest” in Thailand.
BRAND VALUES Over the years, COTTO has become more and more established as a world-class manufacturer of tiles and sanitary ware. COTTO products are a result of substantial investment in pioneering production technology and extensive research which allow them to best understand and respond to the behaviours and the culture of consumers in each locality of the world. COTTO promises to bring “Pride and Pleasure” to their customers. Delivering the value of trendsetter, COTTO convey four core attributes to customers to strengthen the position of the responsible trendsetter; Co-create, Innovative, Hassle-free and Integrity. COTTO’s stance is to be the responsible trendsetter in the tile and sanitary ware industry. Such ambition will position it as the brand that affords customers utmost satisfaction eventually.
www.cotto.co.th
PROMOTION COTTO positions itself as the trendsetter, using brand communication through unconventional tools to create the distinctive brand experience and engage more people with the brand. The overall strategy is to maximise brand value through different tactics and marketing activities. In 2012-13 COTTO first introduced the innovative campaign, in collaboration with Airports of Thailand, to deliver a new experience from the one they usually get
Things you didn’t know about
COTTO
Ten million pieces of COTTO fittings are produced a year. If each Thai person used COTTO Eco Tiles, which contain 60% recycled material per square metre, we can save natural resources equal to the area of one airport.
• Good Design Award by Japan Institute of Design Promotion • Prime Minister Awards in Safety and Quality Management • Prime Minister Export Awards in outstanding as the best exporter, distinctive development
to consumer preferences. As a consequence, in 1987, COTTO established a company for manufacturing faucets and sanitary fittings. COTTO has become a leading manufacturer and distributor of high-quality tiles and sanitary ware.
and marketing of the owned brand and design, export honorary recognition • ASEAN Energy Award • Thai Chamber of Commerce top Energy Award
ACHIEVEMENTS With the global vision of being one of the world leaders in the tiles and sanitary ware segments, together with the four Core Values of SCG, COTTO is concerned in delivering the finest value to customers including innovative quality, cutting-edge design as well as the best brand experience, moreover, in environmental aspect. Awards • Good Design Award, Best ECO Design by the Chicago Athenaeum Museum of Architecture and Design • Design Excellence Award (DEmark) by Department of Export Promotion, Ministry of Commerce, Royal Thai Government. 15
HISTORY Starting from 1979, SCG commenced the manufacture of mosaic tiles for export to Europe, USA and Japan. This marks the origin of the COTTO brand which has been running the business of ceramic tiles until the present day. Later, in 1984, COTTO expanded its business in manufacture and distribution of high-quality and beautiful vitreous china sanitary wares in response
Recently, in 2009, COTTO has created an innovation with the concept of “The Right Solution” from their insight that a variety of consumer needs can be served with one right solution. This has led to the establishment of COTTO STUDIO, a place of a complete line of tiles, sanitary wares, faucets, and a place of total solutions in response to different preferences and to be the best answer for you. In 2012, COTTO has taken another big leap to become a global brand with a new concept “Share The World Pleasure.” COTTO was selected to participate in MILAN Design Week 2012 in Milan, Italy. COTTO exhibited their unique designs and technologies through the concept ‘Fiume Del Paradiso’ or ‘River of Paradise’ with great feedback from designers around the world, proving COTTO’s passion for seeking new aesthetics around the world and sharing them with both Thai and foreign people through their highquality products with superb and innovative design.
PRODUCT
RECENT DEVELOPMENTS
COTTO is one of few brands which offer the full range of solutions including tiles and sanitary ware. Its top quality products were derived from the deep understanding of customers which COTTO has studied the global lifestyle of people since 2006. COTTO’s trend-setter team develop biannually a trend book to cover product design guidelines then offer products best suited to the preference of each individual. There are varieties of habitat solutions provided; • Surface covering solution; variety type of tiles including homogenous tiles, mosaic, glazed porcelain tiles, glass tiles, ceramic wall and floor tiles, care and maintenance products as well as Marmo Granito, the revolutionary stone, a proprietary material which replicates the beauty of natural marble with grain look throughout the body. • Bathroom solution; Hygienic wash basins, toilets, bathtubs, bathroom furniture, faucets, showers, rising sprays, flush valves, bathroom safety accessories and bathroom fittings • Kitchen solution; kitchen units with COTTO speed kitchen system. • Water solution; water tank, water treatment system
Brand development is not only improving product performance; for instance eco tile and sanitary ware but also breaking through innovations which change the business itself. “Marmo Granito” is the latest result of intensive research and development. The unique proprietary technique creates the revolutionary stone that changes the modern world of surface
covering. It is faux marble with exceptionally natural and realistic looking grain throughout the piece which has been confirmed by the responses from architects and designers around the world, as seen in Milan Design Week 2012. Furthermore, COTTO offer the utmost satisfaction by introducting the first COTTO Italia collection. The collection that brings the real value of Italian design into “100% born in Italy” porcelain tiles to fulfill the hi-end demand of tile usage in ASEAN. “COTTO Digital” is the latest offering introduced in the Thai market for the first time. This collection is produced by touchable 3D digital printing to bring the reality of natural onto tile surfaces. Later on, it has been used in “COTTO Digital HyperBright”, the temperedglass tile with sharp images and vivid colours. In term of design innovation, COTTO introduced “Aqua~Twins”, an innovative sink faucet that combines two functions into one faucet, water for use and drink. A quality water filtration system is installed to ensure that users will be able to drink clean water from AQua~Twins immediately.
from the restroom. COTTO has renovated existing restrooms in Don Mueang airport, and Suvarnnabhumi International Airport with premium COTTO products and solution. The restrooms came in various concepts to present the Thai pleasures to the world; for instance Bangkok city of life, and seven wonders of Thailand. Remarkably, COTTO also introduced global architects and designers with Marmo Granito in Milan Design Week to build the brand among world-class brands. On the other hand, traditional media and communication are needed to sustain brand recognition in the market. COTTO integrates both on-line and off-line communication under the “Share the World-Pleasure” campaign to enhance brand image of COTTO that already serves people needs around the world. Last, but not least, another essential communication and branding is COTTO’s continuing CSR project at both international level and regional level. Focusing on supporting the new talents of design studio and students, COTTO initiated various project such as “Sustainable Design Camp” in Thailand, “Another Perspective curated by COTTO” in Milan, “Sustainable Shelter in an age of Climate Change and Disasters” design contest in Vietnam and Thailand as well as “Better Together Design Contest” in Thailand.
BRAND VALUES Over the years, COTTO has become more and more established as a world-class manufacturer of tiles and sanitary ware. COTTO products are a result of substantial investment in pioneering production technology and extensive research which allow them to best understand and respond to the behaviours and the culture of consumers in each locality of the world. COTTO promises to bring “Pride and Pleasure” to their customers. Delivering the value of trendsetter, COTTO convey four core attributes to customers to strengthen the position of the responsible trendsetter; Co-create, Innovative, Hassle-free and Integrity. COTTO’s stance is to be the responsible trendsetter in the tile and sanitary ware industry. Such ambition will position it as the brand that affords customers utmost satisfaction eventually.
www.cotto.co.th
PROMOTION COTTO positions itself as the trendsetter, using brand communication through unconventional tools to create the distinctive brand experience and engage more people with the brand. The overall strategy is to maximise brand value through different tactics and marketing activities. In 2012-13 COTTO first introduced the innovative campaign, in collaboration with Airports of Thailand, to deliver a new experience from the one they usually get
Things you didn’t know about
COTTO
Ten million pieces of COTTO fittings are produced a year. If each Thai person used COTTO Eco Tiles, which contain 60% recycled material per square metre, we can save natural resources equal to the area of one airport.
