Bangkok--4 Aug--WEEM Communication
Lalin Property PCL plans to launch stylish housing projects under LANCEO brand at three additional prime locations after the new brand has received overwhelming response from home buyers. The three new projects will be located in Vatcharapol/RamaV ring road/Ramkamhaeng area and will emphasis on Modern Organic Contemporary style that will combine modern design in harmonious with surrounding nature. With its pricing strength that targets modern and stylish home buyers, the company aims to recognize more than THB2.5 billion in sales this year while the second quarter sales surged over 25.8%, accounting for 61% of 2011 full year target.
In 2011-2012, the company has set a strategy to increase SBU 2 to capture modern youngsters segment by forming a new marketing team comprising new generation staffs to push for larger market share via LANCEO and LIO brands, said Lalin’s Executive Chairman Chaiyan Chakarakul the first half of this year, competition within the housing market has become more intense and developers needed to improve their products to better response to customers’ changing demand. Accordingly, the company has adjusted its strategy by focusing on boosting image of residential project designs and brands, with the launch of LANCEO brand at three locations namely Ringroad-Ramindra, Petchkasem 77, and Ringroad-Pinklao that attracted robust market response.
To facilitate such overwhelming demand, the company plans to introduce three additional projects under LANCEO at prime locations including Ramkamhaeng-ring road (Soi Mistine), ringroad-RamaV (Sriprawat), and Watcharapol-Expressway (Sukhaipiban 5 exit). The three projects, with a combine project value worth over THB2.1 billion, will all be launch altogether on August 6-7 at prices starting from THB2.9 million to THB5.0 million. As part of a campaign to celebrate the company’ s24th year anniversary, it offers to give promotion THB200,000 for THB20,000 paid by customers as well as a free 42” LCD TV for those booking at the launch.
“During the first half of this year, overall demand has become more distinctive while developers have expanded their projects into greater scope of area following the urbanization. Probing into consumers’ behavior, we see housing demand expanding into area with convenience transportation such as those along mass transit rail lines, the construction of new roads, and the opening of new government complexes, that led to stiffer competition in many locations. However, key success factors of developers are quality products in good locations that serve buyers’ need at appropriate price,” said Chaiyan The positive response to the LANCEO projects is a result of functional design that rightly serves housing demand of homebuyers, said Lalin’s marketing manager 2 Churat Chakarakul . The company has chosen the famous KTGY, an international awards-winning and respectful architect, to design houses in the project with modern-style horizontal and vertical lines that reflects simplicity. Earth-tone colors helps generating warm and homey atmosphere that blend smoothly with natural surrounding within the projects.
In addition, prime location is another key outstanding factor that makes LANCEO gain positive responses from the market. All the six LANCEO projects are situated on potential locations surrounded by a number of facilities and convenience transportations. These projects are Lalin’s latest attempt to build up a new residential brand under a concept of LANCEO: higher level of happiness, a new way of thinking for greater living.