Bangkok--27 Jan--FLIRT
STIEBEL ELTRON Asia Ltd., a leading manufacturer of instant water heaters from Germany, continues its remarkable progress in the Thai market with a milestone sales figure of 1 million units. This achievement has prompted the company to announce a significant expansion in production capacity this year as well as plans to develop new products in every market segment.
In an event held to commemorate this significant occasion, Mr. Roland Hoehn, Managing Director of STIEBEL ELTRON Asia Ltd., attributed the company’s success to the confidence and trust enjoyed by the STIEBEL ELTRON brand itself as well as its offerings. “We have won over 1 million customers in Thailand, and this shows how far we have come since the start of our operations in the Kingdom ten years ago. Today, our factory in Bang Pa-In Industrial Estate functions as the regional production headquarters for the entire Asia-Pacific region,” said Mr. Hoehn.
“Following the conclusion of a successful 2010, we remain dominant in the water heater market with a domestic market share of 33% - or 115,000 units in sales. Including export turnovers, STIEBEL ELTRON Asia has sold as many as 165,000 instant water heaters in 2010 - despite fierce competition from prices and new players. This figure represents a 10% increase over that of the previous year.” he added.
“The company is now set to take a major step forward in both production capacity and product range. In 2011, we expect to increase our production capacity by 15% from 155,000 units to 180,000. We have adopted a strategy of expansion in all areas, including the stockpiling of products to accommodate high-season demand and the upcoming launches of new products geared towards a vast range of consumers. This includes premium water heaters that sport world-class design and features like outstanding power efficiency, microcomputer-based operation for multi-point usage, products optimized for the condominium market and more. Additionally, we are also preparing a special campaign tailored called ‘renovation package’ to encourage replacement purchases and multi-point installations for various types of residences, ranging from single detached homes to townhouses and condominium units,” Mr. Hoehn revealed.
STIEBEL ELTRON currently offers the widest range of products in the instant water heater market. Each and every product delivers the absolute best in design and functionality to satisfy the needs of today's consumers. Under its “More & More” marketing strategy, STIEBEL ELTRON has introduced a campaign titled “I Love STIEBEL More & More” with the goal of providing More Experience, More Technology, More Savings and More Love. “More Experience” is evident in the current market leadership and total sales of 1 million units, while “More Technology” highlights the advanced features of the company’s digital water heaters. The power-efficient aerojet system is one of the many innovations that make “More Savings” a reality, and the 2,990-baht price point of the Thank You water heater is a cornerstone of the “More Love” strategy.
“I Love STIEBEL More & More” is the latest campaign crafted to further enhance the STIEBEL ELTRON experience between the brand and customers endless boundaries. The German firm remains fully dedicated to continue impressing its customers through products and services of outstanding quality, and this determination will be underlined by a new marketing concept ‘More & More’. “We are adopting this concept for both above- and below-the-line activities covering various regions of Thailand, Bangkok metropolis included,” said Mr. Hoehn. “Our message will receive significant exposure through radio stations, billboards, satellite TV networks and points-of-sales. We have also planned co-promotions for our dealers and vendors all over the country, and the marketing and advertising budget for 2011 is 60 million baht.”
“STIEBEL ELTRON's performance in the Asia-Pacific region continues to improve at a significant rate. We supply markets in this region with products manufactured in Thailand and Germany, and we have managed to raise our annual sales value from 320 million baht to over 1.4 billion baht over the past ten years. Our target is to maintain this stellar track record of growth with sales-enhancing activities - including participation in world-class trade fairs in Germany and China, appointment of new distributors for the Vietnamese and Chinese markets, the More & More campaign, and the introduction successful products models from the Thailand in other territories,” he concluded.