Iluka is an established global supplier of titanium minerals and zircon. Providing a suite of over 40 titanium minerals and zircon products which meet individual customers’ technical specifications, Iluka has established a track record as a reliable supplier of consistently high quality products. Iluka’s focus is on maintaining high quality, long term customer relationships. It has over 50 direct customers and sales in more than 20 countries. The company has worked closely with most of its customers for over 10 years and with some customers for over 30 years.
Iluka works with its customers to understand and satisfy their technical product requirements. This involves joint technical studies and product support. These factors, and Iluka’s stable production base in Australia and the United States, as well as its close geographical proximity to major markets, have meant that it is considered a preferred supplier by a number of major customers.
Marketing Approach
Iluka’s marketing approach is to differentiate itself by supplying customers with preferred, high quality products, backed by excellent service. The company is also actively pursuing new opportunities in emerging and developing markets such as China, India, the Middle East and South America - all regions where demand is expected to increase and where the company is building on its existing supply presence either through direct sales or in-country distributors.
For titanium minerals, profitable growth is based on the supply of very high grade (90%+ titanium dioxide) chloride feedstock (synthetic rutile and rutile), supplemented by sales of chloride and sulphate ilmenite. For zircon, profitable growth is based on supplying premium grade products targeted at high value margin markets around the world. Titanium minerals volume contractual supply arrangements with major customers are generally long term in nature. For zircon sales, Iluka is in the process of establishing longer term contracts with its major customers.
Market Characteristics
The global mineral sands market is estimated to have grown by around 10% in value, as the market’s worth increased from US$2.7 billion to US$3 billion. Of this titanium feedstocks accounted for about US$2.1 billion and zircon approximately US$1 billion. The industry structure is such that the top four industry participants in titanium mineral sands supply over 50% of the market and, in the case of zircon, over 75% of the market.
Marketing Priorities
Iluka's titanium and zircon products are sold throughout the world, with a major focus on North America, Europe and Asia.
Over the next decade, Iluka will focus on growing its market presence in the strong growth economies of China, India, Eastern Europe and South America.
Iluka’s Sales and Marketing teams in Australia and the United States implemented a quality management system for the marketing, sales and order processing of mineral sands in September 2006. All marketing, sales and order processes correspond with the Quality Management System (QMS) requirements of AS/NZS ISO 9001:2000, as defined by SAI Global Certification Services. The QMS highlights Iluka’s strong commitment to high quality customer services.
The company's operations allow Iluka to market a variety of products and grades to best suit customers' specific needs. In addition to its regional sales network, Iluka has technical support to ensure that its products maximise value for customers.
Products are sold either directly to major customers or via a network of distributors in specific countries or regions.