mONIER ROOFING
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M O N I ER P O I S E D F O R S A
ROOFTOP REVOLUTION
Peak encounter. Two out of three South African homes have metal roofing‌ a convention Severin Daniels of world concrete tile leader Monier is challenging head on.
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Monier Roofing FEATURE
T
he extraordinary diversity and richness of South Africa’s landscape, cultures, wild life and ecology never fails to enthral the visitor. But one feature of national life that surprises is a domestic near-uniformity: the typical home owners’ preference for metal roofs. “Those of us from Europe cannot imagine that metal sheeting forms 65% of the market, and I was puzzled when I came to South Africa,” says Severin Daniels, Interim Marketing Director of Monier SA, national division of the global roofing giant. Daniels arrived here from Germany in March with a mission simple and unambiguous: to convert the South African home owning market to the advantages of concrete tile roofing. “There are a million reasons for concrete. If you look at the life span of a concrete roof you are talking fifty years: look at the life span of a metal roof and depending on the quality, you are looking at five to twenty years. That alone is a strong positioning argument.
for example - and a comprehensive range of systems and products for pitched roofs and chimneys, Monier offers premium product quality as well as innovation. And its international activities are expanding still further. Monier Roofing specializes in the supply of a vast range of concrete roof tiles, roofing system components and a premium clay roof tile range.
Stylish and guaranteed The roof tile range spans six unique profiles supplied in four finishes to support the most ambitious designs. And among the roof tiles Monier offers a stylish Arkitone range with a mixture of colours to suit a variety of themes. Quality imported clay tiles are offered in three profiles with six colour ranges supported by a thirty year guarantee on frost resistance. At the forefront of roofing innovations, it recently introduced ‘EasyFash’ which had been developed specifically for roofing purposes, and provides top sealing, ease of use and easy sustainability. Monier Roofing SA dates back to 1949 when the company, then known as Vereeniging Tiles, installed the first double action line production tile machine. Now with eight strategically located branches - Bloemfontein, Brits, Cape Town, Durban North, Germiston, Port Elizabeth, Queensburgh, and Richards Bay - and four depots - Vereeniging, Camperdown, East London and George Monier is the largest provider in the South African concrete roofing market. It sells tiles and all non-tile components including underlying membranes, outlets and dry ridging system.
Sixty five%” of the market in South Africa is metal, and there’s no good reason for that
Concrete arguments “As regards installation, while many people think metal is easier, when it comes to the detail that’s not true. There are many misconceptions in this area. My number one target is to attack the metal market. 65% of the market in South Africa is metal, and there’s no good reason for that.” Operating in 40 countries and across four continents, the Monier Group is the world’s leading provider of building materials for pitched roofs, roofing components and chimney and ventilation systems. With a well-known brand portfolio Redland in Britain and Braas in Germany
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Monier Roofing FEATURE
Aesthetics “In terms of aesthetics,” says Severin Daniels, “people in South Africa actually feel that metal sheeting is nicer and has a more modern look. “Some think that tiles have an old fashioned look but there are flat tiles as well. You can have it all. “Obviously a concrete tile is limited to a certain pitch, and hands up, I am at the mercy of our few technical limitations.” Daniels has identified areas of potential. “The current market in South Africa is highly commoditised - a market where people can see no difference in the product. “During the boom many products came on the market and there was little concern about differentiation. But now the situation has changed. We are in a recession and there is over-capacity in the commodity market.
“But it’s called Double Roman not only by us but by all our competitors. People will go to a hardware store and simply ask for a ‘Double Roman.’ “So there’s enormous room for differentiation, an area where little or no marketing been done. We are as usual focussing on the continuous improvement of our quality, and highlighting our best features so that we can capitalize on what we see as an opportunity.” Monier Roofing SA’s aim is to extend and embody the national and international successes of its parent company, and are recognized as the most reliable manufacturer of concrete roof tiles in the South African roof cladding industry. High among the market growth drivers say Daniels, will be marketing and product differentiation. “Monier’s philosophy has been very much production driven, moving towards sales-driven. Now it is on the verge
If you look at the life span of a concrete roof you are talking fifty years
Monier differentiation “One of the big challenges for us is that we have to de-commoditise this business by differentiating ourselves, and this an area in which I have started to address.” Currently Monier SA is selling one profile tile, accounting for 75% of the market - the ‘Double Roman’, an interlocking concrete tile and one of the most economical.
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CATHAY INDUSTRIES (AFRICA) (PTY) LTD.
Cathay Industries is the 3rd largest manufacturer of the highest quality synthetic iron oxide pigments in the world. We supply market leaders in the Construction and Coatings Industries with an extensive range of high quality products that include Pigments (Synthetic iron oxide and Organic), Cellulose Ethers, White Cement as well as Water Treatment Chemicals for commercial applications.
Our years of experience make us a highly resourceful and skilled entity that delivers a full range of quality products, at competitive prices, with the highest levels of technical service. Our global footprint enables us to cater for customer’s needs worldwide.
We are proud to be associated and have an excellent business relationship with Monier Roofing SA (PTY) LTD.
For more information please contact us: +27 41 581 5206 or via e-mail on info@cathayindustries.co.za, or visit our website, www.cathaypigments.com
a global company bringing you leading edge Colour & chemical technology
of entering a marketing-driven business. Marketing is an investment that has to be tackled headon.”
More power to your roof Monier’s fast advance into additional functions of energy generation and maintenance - spearheaded by a new corporate slogan – ‘More Power to Your Roof’ - has particular relevance for South Africa where energy is at a premium. Severin Daniels is excited by the possibilities for the South African domestic market, such as energy generation and sun-reflecting under-tile membranes. “Overall, South Africa has a special place in the Group because the potential is so high. The ground here is very fertile.” END
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