Bangkok--8 Nov--Mitsubishi Elevator
Mitsubishi Elevator (Thailand) Co., Ltd., distributor and operator of elevator, escalator, and moving walk business, recently participated in the 2012 Baan Lae Suan Fair 2012. As an innovative creation that was designed to raise customer quality of life, the Home Elevator Series-SVC200 successfully broke into the large residential market, with a target group of B+ level customers. The concept of this innovative technology is “Luxury and Convenience in your Home”; it emphasizes lavishness and convenience that come with distinctive measures of security and energy conservation. In addition, the elevator’s Access Control System’s MELSAFETY model is the newest innovative feature: a state-of-the-art system that controls who can enter and exit. These inventions work to emphasize Mitsubishi Elevator’s status as a leader in the elevator market by using the CSR strategy to persuade customers to remember and trust Mitsubishi. Our sales target stands at 1,500 machines for this year.
Mr. Hidetoshi Kan, managing director of Mitsubishi Elevator (Thailand) Co., Ltd., reveals his marketing plan for the home elevators: “Actually, Mitsubishi Elevator has been in the home elevator market for over 10 years. We initially emphasized marketing towards elderly customers. However, because the lifestyle of modern Thai people has changed — people now live as a big family again — home elevators no longer serve as a convenient tool for only senior citizens. Home elevators are now regarded as convenient for everyone in the house, whether it be children, sick people, or pregnant women. What’s more, home elevators have evolved to be perceived as an important piece of furniture in the house that conveys the owner’s luxurious taste and lifestyle. Its design and aesthetics blend well with the house, and its functions are vast and can be customized to fit each owner’s preferences. With its unique security and energy conservation measures, we believe the home elevator will easily become the highlight of the house.
We have targeted residential customers with these home elevators, which is considered to be the largest market segment. More specifically, we’re targeting the B+ level of customers who want the home elevator to be a tool that can elevate their quality of life under the concept, ‘Luxury and Convenience in your Home’.”
Furthermore, in the 2012 Baan Lae Suan Fair 2012, Mitsubishi Elevator also unveiled a new invention: the Access Control System. It is a system that controls the entrance and exiting of people into (or out of) the elevator. The Access Control System helps increase safety and privacy for the owner, and is designed to specifically support customers who use Mitsubishi elevators. It is an invention which helps enhance the complete quality of Mitsubishi elevators.
Mr. Hidetoshi Kan further stated that: “The Access Control System is a new invention of Mitsubishi Elevator, and is the newest product in our business. While marketing, we will start by identifying customers who have already installed and are currently using Mitsubishi elevators. We also have set a goal to convince every Mitsubishi elevator customer to use the Access Control System, as it can bring stability and a longer life to the products. Similarly, using the Access Control System with our elevators can lessen damage risks to circuits because the system was designed to be used exclusively with Mitsubishi elevators. Moreover, our professional engineers will be able to provide maintenance for both Mitsubishi products.
As for after sales service, Mitsubishi Elevator has service centers in every region of Thailand and operates 24 hours a day, every day of the week. The amount of time it takes to check (and fix) the product depends on the engineers. All Mitsubishi engineers have been trained and instructed through Asia-Pacific’s biggest training center in Thailand (in order to ensure that all engineers are up to standard). Customers can rest assure that products from Mitsubishi Elevator are safe and of the highest quality.
Due to the quality of each product, and our determination to serve customers, we believe we can easily achieve our target of 1,500 units sales this year (with elevators as the main product being sold). As a leader in this market, we have significant competition, so it is necessary to speed up product improvements each year to benefit all Mitsubishi customers. In order to do so, we will implement the CSR (Corporate Social Responsibility) fulfill marketing. We hope this will emphasize our role as a leader and plant Mitsubishi Elevator firmly in the minds of our customers.”
Factors that make Mitsubishi Elevator a leader in this business (and consequently hold the most shares in the elevator and escalator industry) are product liability (products that customers trust), our experienced team (employees and an engineering team of experts), training sessions, with the biggest training center in the Asia-Pacific region in Thailand, and superb installation and maintenance ability. The safety of our customers is our number one concern. For this reason, there are Mitsubishi service centers in every region of Thailand which operate everyday, 24 hours a day. Customers can rely on us to always be there for them every hour of everyday.