Bangkok--15 Feb--Pirate Advertising
Nahm Sanitaryware is ready to penetrate into the market with its launch of new collections under Cosmopolitan segment at the Architect Expo 2011 (Satapanik 54) emphasizing on Asian urban lifestyle targeting at designers and architects, as well as design-loving customers. The new strategy is expected to capture a steady 15% market share.
Nahm Sanitaryware Co., Ltd., as Part of Villeroy & Boch Group, has launched 5 new collections under Cosmopolitan segment emphasizing on Asian urban trend lifestyle of new generation, with targets at architects and customers with a passion for unique design. The new strategy is expected to capture a 15% market share and coincide with doubling production capacity
Sumet Indamra, Vice-President of Marketing and Export of Nahm Sanitaryware Co., Ltd., Part of Villeroy & Boch Group , revealed that overall sanitary ware product market was estimated to expand by 4-5% due to limited economic growth. In spite of the sluggish circumstance, the company set forth a plan to increase its market share of this year to reach 15% out of the total based on a strong belief in customers’ brand loyalty. In other words, Nahm customers tend to maintain their continuous demand over the company’s products despite a competitive and tumultuous market environment. A merging between Nahm Sanitaryware Co., Ltd. and Villeroy & Boch Group, a German conglomerate specializing in Tableware Bathroom and Wellness products help enhance a potential of Nahm as a market leader in design, quality and price. The outstanding capability, in conjunction with distinguished design, results in development of Nahm products to embrace international standards. The strength is grounded upon its positioning as a center of manufacturing with modern technology and sufficient capacity that fulfill the international market demand in both Asia Pacific and Europe.
Nahm is determined to adopt a proactive marketing strategy which includes brand identity building and maximizing demands among major Nahm’s customers, for instance residential developers, designers, architects, dealers, as well as customers with a passion for unique designs and modern trends. Customer relationship is highlighted through an offer of sanitary wares that best fit with function requirement, especially in terms of design concepts.
For retail stores, Nahm anticipates to increase its showcases so that the customers are allowed to experience and select Nahm products that respond to their lifestyles. Moreover, in a very near future, the company is going to strengthen its leading role through a release of wide-ranging new products and innovations that fulfill the market demands, especially in Asia Pacific.
For this year‘s Architect Expo 2011 under the theme “ Bottom Up.”, Nahm also participates and organizes its booth to depict oriental urban, international style and status that is in line with a cosmopolitan trend to exemplify the remarkable feature and daily city lifestyle. Architects, together with the public, will be exposed to the new collections which are aimed to drive an inspiration among those whose passion remains in design and decoration. The collections were crafted by Eumarote Srisudh, an experienced designer, who used to attend a workshop of Ms. Anne Lacaton, a leading French architect. He was a design coordinator in Ofuro sanitary ware project (having Khun Ou, Noppadol Phaholyothin as a principal designer) and AKA sanitary ware project (having Khun Aek, Aekarit Praditsuwan as a principal designer who designed Nahm’s products during 2003-2009). Besides, Euwarote Srisudh was awarded the winner of spatial design in Siam Architect Expo for five years from 2003 to 2006 and 2008.
Mr. Ekkehard Thesen, Managing Director, Nahm Sanitaryware Co., Ltd. added that Nahm Sanitaryware Co., Ltd had since 2008 merged with Villeroy & Boch, a premium quality Tableware Bathroom and Wellness German manufacturer to expand its market and production base in Thailand. Villeroy & Boch at that period held 80% of the stock with an investment amounting to 650 million baht. The shareholding proportion has increases to 100% at present. Nahm operates the factory on a 60-rai area in Saraburi Province and expands to cover another 44 rai in SIL industry zone. After the merging, new technologies have been transferred to Nahm and therefore has been extending a production capacity by two folds from 500,000 to no lower than 1 million pieces annually. According to the present investment, the company anticipates that Nahm in Thailand is going to be a powerful manufacturing base in Asia Pacific region. In addition, it plans to expand distribution channels in both domestic and foreign markets with 1/3 of the products to be sold in Thailand and the rest 2/3 for export.
Natalia Frank, Head of Marketing Asia Pacific of Villeroy & Boch , mentioned a long history of Villeroy & Boch as a 260-year leading German Tableware Bathroom and Wellness manufacturer. Villeroy & Boch is perceived as a symbol of innovative excellence guaranteed with the world top 5 reputation. Products reflect elaboration, artistic beauty, quality, durability and creativity highly recognized by customers, especially in Europe for its innovation and designs. The history of European industry encompasses 5 characteristics: design competence, world-class quality, origin of style and tradition, innovation and timeless elegance. All contribute to a warm welcome of the high-end customers towards Villeroy & Boch sanitary ware products in several countries including Thailand.
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