Steel+Stone uses promo to keep market position

Home finishing materials supplier, Cebu Bionic Builders, spent close to P1 million for marketing promotions and product awareness amid the tough competition in the home finishing supply industry.

In celebration of the Cebu Bionic Group's 29th anniversary, the company embarked for the first time in its most expensive promotional event so far, utilizing the famous raffle draw promotion to sustain its visibility in the market.

Bringing closer its product lines to the end-users, the company gave away expensive prices, such as trip to for two to Hong Kong Disneyland, Xiamen and Shanghai in China, and other traditional prizes such as home appliances, among others.

Although the company led by Bonifacio Sia has been there for almost 30 years especially in the Visayas and Mindanao market, in this time of fierce competition it is important to spend largely on awareness and promotion to sustain or increased product patronage, said Cebu Bionic Group business development director Dante Araneta.

There are now six outlets in Cebu Province operated by the Cebu Bionic Group - its main outlet along Magallanes Street, Mambaling, Mandaue City, Bogo, Carcar, and the new subsidiary Steel and Stone in Lahug.

Although Cebu's construction industry has moved actively despite the country's frail economic situation, Araneta said the home finishing retail sector is also hit by the growing number of players, coupled with the entry of cheaper products made from other countries like China.

Thus, despite the increasing demand especially in home renovation materials and new residential buildings, players have to work hard to thrive.

Aside from spending on a promotional campaign, Araneta said, the company has also recognized the need to spend on educational programs to orient the market on the entry of sub-standard products and promote the usage of quality materials and the new trends in home finishing.

Maintaining its regular promotion on print, television and radio medium, Araneta said the company has also extended its marketing campaign reach to partner with transportation companies like shipping operators to drum up awareness of the products that the Group is carrying.

With the opening of its one-year-old Steel and Stone showroom outlet, Bionic Group is now reaching to all customer base segments.

Steel and Stone, carries products in the medium to high-end home finishing materials capturing the active high-end market for either newly built houses or renovation projects.

The group carries home finishing products like Firefly Electrical, Polydoor PVC door, Mariwasa Tiles, Toto sanitary ware, APO vinyl tiles, ABC products like tile adhesive/grout/sealants; Eurotiles, Ariston water heaters, Makita Power Tools, and Ethernit Flexboard, among others.