jaise aap update karte ho, waisa result aata hai.
Lycos Ceramics deals in all kinds of ceramic tiles, sanitary-ware, and building materials. In the business since 2007, the brand Lycos was established in 2011, and in the seven years, they have made a reputation for providing top quality products. Their success can be gauged by the fact that they are not only one of the leading suppliers in India, but gradually, their products are being appreciated across the globe.
Their primary market has been India, but their exports are increasing substantially. They have tied up with an international trader who sells Lycos brand in 40 countries. This is a big improvement considering that two years back they were in 10-15 countries.
Lycos Ceramics has seen a substantial growth, doubling every year since 2011, when they were producing 10-20 containers. Currently, their sale is more than 400 containers, out of which 200 containers are produced in their own factory. Rest, they outsource to get the work done. Raj points out – “Factory-wise consumption 40% hai. Baaki outsource kar ke le rahein hai.”
Lycos has a 15-acre plant in Morbi, 80 kms away from Rajkot. Their competition is in select places – Ahmedabad, Karnataka, and Kerala. They are now taking on the biggest brand, who buy most of their products from Morbi factories and brand them as own. Of late, four of their competitor’s US clients shifted to Lycos Ceramics.
Digital promotion is a big method to target prospects on the Internet, but their most important offline approach is taking part in various exhibitions. Especially, international fairs, where Lycos has been quite active, by taking stalls to showcase their products, which has helped them a lot in the recognition of their brands.
In 2014, they were present in Oman. The next big one will happen in either Brazil or Mexico, where they intend to participate. However, online marketing has reduced their reliance on such international events – “40% less ho gaya hai.” Raj mentions that Lycos has a huge presence in Gulf – “Hum Saudi mein 5000 vila project kar rahein hai.”
Currently, Lycos does not have their own branded stores. They only work with dealers, to whom they supply their products.
Raj is a young person, who has been managing their Rajkot operations for a while, where the focus is to help market Lycos Ceramics. Their new office in the city is in a swanky area, which is the business hub of Rajkot, from where he manages the affairs.
Raj’s focus is primarily on the foreign market. His team in Morbi looks after the India scene. As such, he maps out the exhibitions to attend and talks of the advantage of having a big network abroad. Since one client tends to refer to other and their reach keeps growing. It also helps that Morbi is the world’s 2nd largest ceramic producer.
Raj is clear that in the coming future the spotlight will be on online marketing and less on offline stalls. Especially, as he points out the business that arises from the digital medium. Both in India and abroad – “30-40% business online se aata hai.”
Raj initiated exports 7 years back and was familiar with the process since he was involved in imports for Lycos Ceramics.
Lycos Ceramics has had its own website since 2011 and receives queries regularly. Raj has a relative in Morbi, who maintains the sites and updates fresh content and images that he captures directly from the factory. He also changes their big catalog, which they alter every year based on their new innovations.
Lycos Ceramics spends Rs 3-4 lakhs a year on the digital medium and easily get the returns.
Raj was impressed with the NowFloats concept when our sales person explained it to him. Considering, the cost was only Rs. 25,000, he decided to give our platform a shot – “NowFloats ke salesperson ka language bata raha tha, ki product mein dum hai.”
The early part of our relationship was disappointing for Lycos Ceramics despite the fact that the online visibility of Lycos improved within a month. This was due to a lack of response from our side. But later, with better interaction, the scene got better – “Ranking was good, even in 1st month it started coming up. Minus jo tha – woh tha service. Woh bhi change hua. Aur ab dono side se boom ho raha hai.”
Though Raj was happy with a better ranking in a short period of time, he has figured out that it takes a while to gain traction on NowFloats – “Iska cycle slow hai, jo continuity hona chahiye…8-months ke baad response mil raha hai, toh foreign mein bhi hoga.”
Lycos Ceramics appreciates greatly what our platform does for them and its difference with others. Importantly, they respect NowFloats as a provider that is not a swindler, but one that offers constructive tools to do better business – “Keyword process is very different. Aur khud ka hee site hai. Yeh (NowFloats) sales wala nahin hai. No paying funda. Lootne wala nahin hai.”
Raj also acknowledges the value of one’s effort and realizes that that factor is what decides the quality of the results – “Jitna aap karte ho, utna aapko response milta hai. Aur mera khud ka website banta hai, yeh ek plus point hai. Main benefit jo mujhe achha lagta hai – jaise aap update karte ho, waisa result aata hai. NowFloats mein SEO aapke haath mein hai.”
Raj admits that his online ranking is improving but the leads are of a small number. Though he also makes his fundamentals clear that he wants to focus on building his brand – “Mujhe inquiries na mile, it’s okay. Mujhe abhi naam banana hai. NowFloats Lycos Ceramics ka name spread kar raha hai.”
The ability to update quickly is a feature they like a lot. They try to do 10-15 updates every week. And appreciate how it maps out Google’s search – “Google ko bhi something new milta hai. Usko fresh samajh ke, promotion chalu reh sakta hai.”
Lycos Ceramics like the new design of the website. They also uses RIA and finds it a nice feature. They use both laptop and desktop to update using NowFloats chiefly from the office. Raj believes in the value of fresh content but acknowledges that it’s not easy – “Fresh content karna mushkil hai. Lekin woh achha hai. Kyoki wohi relevant hai. Aapko daily dimaag laga kar pata lagta hai ki issme creative kya hai.”
Lycos Ceramics regularly evaluates their digital promotion performance – “We keep doing surveys. Google se jo record nikalta hai, woh dekhte hai. Aur content create karke update karte hai.”
The initial interaction with NowFloats was not great for Lycos Ceramics. However, it improved for them over time after which it has been smooth sailing – “Koyi reminder nahin dena padta. Call toh aa hi jaata hai and regular meetings.”
Lycos stresses on the fact that they should be able to track the visitors and get details about them – “Minus yeh hai ki aap tracking nahin kar paa rahein hai. If someone visits the website, I cannot say, where is the visit from?”
Suggestions and Expectations
Raj prides on the quality that Lycos Ceramics provides and the value that customers see in their brand. The reason he wants more mileage and is keen to do more with us – “Jo mujhe India mein response mil raha hai, wohi mujhe 5 countries mein mil jaaye, then we can do more.”
“Abhi jo chal raha hai gaadi, aur jo aapka response aa raha hai, agar waise chalta raha to jo hum kar rahein hai, usse bhi better kar sakte hai”, he adds.
Raj wants to make Lycos Ceramics more visible online and enhance the branding further – “NowFloats se jo help milega uss se apna branding aur strong hoga.” They believe that the online traction that is building for them in India, will also happen in the foreign markets – “Jo mein double soch raha hoon, uss se bhi zyaada return milega.”
Lycos Ceramics also plan to move into another product. The focus would only be trading for the worldwide market. They are contemplating using NowFloats – “Iss mein sab response achha raha, to NowFloats ko pehle bitha denge.”
On asking if the would be willing to recommend NowFloats, “Definitely. Jo mujhe return mil raha hai, isme mujhe result mil raha hai. Jo maine abhi tak dekha hai.”
Lycos Ceramics strive to become the most sought after ceramics brand in India and at the same time, make a huge impact in the global market. They have made giant steps in the past years and with an impressive growth, it is an excellent opportunity for NowFloats to be their skillful digital partner. Assisting them in building more momentum with favorable results will not strengthen their relationship with NowFloats as they seek to target more locations.