Balancing the marketing of competing Hard Surfaces : Conversation with Santiago Alfonso, Cosentino Group

Almost uniquely in the world of hard surfaces, the Cosentino Group from Spain has manufacturing facilities in three main categories- natural stone (a granite processing factory in Brazil), and also in quartz and porcelain, with the factories being in Cantoria (Almería). Out of the turnover in 2019 of 1.1 billion Euros in 2019, natural stone accounted for 162 million euros, making it one of the biggest companies in the world only in this category. How does a company manage the marketing of three apparently competitive products would surely be a challenging task. To discuss these and other related issues, this magazine interviewed Santiago Alfonso, the Global VP of Marketing and Communication of the group. The interview is reproduced below and also in YouTube in the channel of LITOSonline.