Profile
COMPANY DESCRIPTION
Langston Roach Industries Limited is a private, family-owned company that started operations in May 1985 as a cottage industry in the home of its founder. We are a manufacturer and distributor of an extensive range of household and personal products. Over the past 20 years the company has grown to be a major indigenous manufacturer in its industry in Trinidad and Tobago. Its corporate philosophy stressing customer focus, creativity and operational excellence has fuelled its exceptionally rapid growth.
FACILITIES
The Company’s corporate head office and manufacturing facilities are now situated in the 70,000 square feet ROACH BUSINESS CENTRE on 3 ½ acres at #106 Saddle Road, San Juan, Trinidad and Tobago, W.I. Tel: (868) 674-0216, Fax: (868) 675-3654, e-mail: lanroach@tstt.net.tt
PRODUCTS
The Company manufactures an extensive range of over 100 household and personal care products, fragrances and candles that it markets under several brands. These products are made from the finest raw materials sourced from major international suppliers and are blended to produce superior quality consumer products. We also distribute complementary products from local and foreign suppliers.
PRODUCT DEVELOPMENT
The Company has developed the research capability that enables it to keep abreast of new local or international developments in its industry and has the competencies to formulate improved or new products to respond quickly to customer needs or marketing opportunities.
MARKETS SERVED
Langston Roach Industries Limited directly markets its products to over 600 trade and commercial customers, in Trinidad and Tobago through a full-time staff of highly trained sales and customer service professionals. Our export department services distributors in several other Caricom countries: Guyana, Suriname, Grenada, Barbados, St Lucia, St Kitts, Antigua, St Vincent, Dominica and Jamaica.
EMPLOYMENT
The Company provides employment for 140 persons drawn from throughout Trinidad and Tobago. Our highly qualified management team is a mix of experience and youth complimented by specialist professionals and competent support staff.
RELATIONSHIPS
We take pride in building long-term relationships with all our stakeholders: our employees, customers, suppliers, shareholders and the wider community. Our relationships are based on the shared values of integrity, mutual trust and a firm commitment to deliver products and services of outstanding quality and value to our customers. We will welcome the opportunity to serve you.
Product Development
Langston Roach Industries Limited has developed the research capability that enables it to keep abreast of new local and international developments
in its industry and has the competencies to formulate improved or new products to respond quickly to customer needs or marketing opportunities.
Market Coverage
We directly market our products to over One Thousand Four Hundred and Thirty-Two (1432) trade and commercial customers in Trinidad and Tobago through a full-time staff of highly trained sales and customer service professionals.
 |
| Supermarkets: |
232 |
| Variety Stores / Cosmetic Counters: |
90 |
| Pharmacies: |
42 |
| Hardware Stores: |
37 |
| Industrial / Institutional: |
231 |
| Down Market Trade: |
800 |
|
TOTAL- 1,432 |
Our export department services distributors in several other Caricom countries (See Distributors)
Relationships
We take pride in building long-term relationships with all our stakeholders: our employees, customers, suppliers, shareholders and the wider community.
Our relationships are based on the shared values of integrity, mutual trust and a firm commitment to deliver products and services of outstanding quality and value to our customers.
Culture
Our corporate philosophy puts emphasis on customer satisfaction, innovation and operational excellence.
We guard our culture diligently since it has been integral in building the foundation for our success. In essence, our culture can be described as:
OPEN . TEAM BASED . PARTICIPATIVE . PERFORMANCE BASED
Key Success Factors
Our Local Sales and Customer Service Staff comprises of:
Position |
Amt. |
Director - Sales & Customer Service |
1 |
Manager - Key Accounts |
2 |
Trade Sales Representatives |
5 |
Industrial Sales Representatives |
3 |
Door to Door Sales Supervisor |
1 |
Customer Service Associates (CSA's) |
39 |
TOTAL |
50 |
To ensure that adequate focus and attention is placed on the different segments of our business we are now employing a segmented approach with regard to managing our sales.
A large percentage of our employee base comes from our CSA force - approximately 30%, and they are known as being the best in the trade. They are highly trained, extremely loyal and relentlessly aggressive.
We employ very effective point of sale strategies – e.g. High impact product visibility, attractive specials and banded offers, and directed consumer and trade promotions.
We do not undertake a lot of advertising in the media.
Langston Roach Industries Limited is a highly respected and admired organization conduit with consistent product quality, continuous supply and overall service excellence.
Delivery Fleet
Ten (10) vehicles offering direct delivery throughout Trinidad and Tobago.
These consist of:
| Quantity |
Vehicle |
| 2 |
Six Ton Trucks |
| 3 |
Four Ton Trucks |
| 2 |
Three Ton Trucks |
| 2 |
1.2 Ton Panel Vans |
| 1 |
11 Seater Bus |
Market Positioning in T & T (Manufactured Products)
Today we are the largest provider of Home Care products in Trinidad and Tobago.
Several of our products under the Lanher umbrella occupy #1 positioning on the market.
In other key areas like Dish Washing Liquid and Fabric Softener, we occupy #2 positioning.
In Personal Care, we manufacture the widest range of items locally.
Over the past year we have redesigned our Soft n Silky labels to give the line a fresh new look.
In our home market, we occupy #1 positioning in the following categories:
We also occupy #2 positioning in:
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Profile, Employment Buisness Systems and Products 
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