Amid a construction boom in the country, Laticrete Philippines, Inc. holds high hopes upon inaugurating its first manufacturing site in the country. Located in Sta. Maria, Bulacan, the facility comprises a 1,300-square meter vertical plant, a 2,900-square meter warehouse, 1,800 square meters of road lots, and another 5,000 square meters of vacant lots intended for future expansion.
Initially, the plant manufactures 14 of numerous Laticrete products being marketed in the Philippines. These locally-made products include thin-set tile and stone adhesives and skim coating (products used to flatten a wall prior to application of paint). The facility is considered a milestone, as the cost savings brought about by manufacturing locally will help the premium brand be more competitive in the local market.
Laticrete Philippines is the local counterpart of Laticrete International, Inc., a 61-year-old family-owned construction solutions firm based in Connecticut, USA. Laticrete Philippines was incorporated in 2015, and operates with the same structure, business model, and values as that of its U.S. counterpart.
“Every month, Laticrete International sends people here,” revealed Laticrete Philippines President Ruben Ong. “We have 100 percent support in all aspects of the business from the U.S. parent firm. They provide us with the template and we strictly implement and comply,” he added.
Replicating business practices
To ensure that the quality of products is uniform with the international brand, the Bulacan manufacturing plant replicates all processes done in other Laticrete manufacturing locations like the U.S., India, Mexico, Singapore, and China. Although all raw materials are locally sourced, approval and guidance from the U.S. firm is always sought throughout the manufacturing process. All the equipment used in the plant were acquired and customized according to Laticrete International’s standard specifications.
Ong also pointed out that the facility adheres to environment-friendly practices. The Laticrete brand produces Greenguard-Certified Low-VOC (volatile organic compound) products. “The plant does not even produce toxic water. We buy cement from local suppliers and make sure that all our materials are recyclable, including our products,” Ong disclosed.
At the same time, the unique service orientation of the Laticrete brand around the world is carried out in the Philippines. Aside from manufacturing and selling products that are of premium quality, Laticrete is committed to providing solutions to all clients—from major property developers to end-customers.
Unique commitment to service
“We provide technical support to customers from the design and planning stage to application and aftersales,” said Laticrete Sales Manager Patricia Mejorada. “We assign technical staff to regularly drop by clients’ construction sites to check if our products are installed or used correctly. We train customers to employ correct application methods so that they can get the most out of our products. As far as we know, we are the only player in the local industry that does that.”
As the company gains momentum, it plans to put up a second manufacturing facility in the near future. “We are looking at Cebu to cover the Visayas or Davao for Mindanao,” said Laticrete Philippines Commercial Manager Albert Ong. According to him, the Bulacan facility can initially manufacture products that can cover demand in Metro Manila and nearby areas. “We are working to establish a solid customer base and sales for special items, especially the epoxy-based and polymer-based sealers, so that we can eventually justify the costs of producing them locally,” he added.
