Bangkok--26 Feb--4D Communications
The company will target the consumer market after enjoying great success in the industrial sector.
More alternative cooling solutions will be launch to replace air-conditioners.
The selling proposition is “Efficiently Cool, Energy-Saving, Eco-Friendly, and 100% Safe to Use.”
Welcoming its 10th year in business, Masterkool has announced to target the consumer market with a line of new cost-effective products amid the rising costs of living. The company will also expand its distribution to HomePro and Macro outlets across Thailand. Sales in 2013 are projected at 400 million baht.
On the occasion of the 10th anniversary of Masterkool International Co., Ltd., Thailand’s leader in the innovation and development of alternative cooling systems, Mr. Noppachai Veeraman, the company’s managing director, said that Masterkool is Thailand’s first inventor of alternative cooling solutions in replacement of air-conditioners. For its early years, the company began with outdoor cooling systems, which became widely popular and have created a market for other Thai and foreign competitors. At the beginning, Masterkool products were targeted at the industrial sector and outdoor use. Gradually, due to global warming and higher costs of living, Masterkool began to expand its product line. With continual research and development, the company has offered new options that are more efficient and cost-effective than competitors in the market and, more importantly, can be used at homes. This has enabled Masterkool to target both the consumer and industrial sectors and penetrate the B2C market for both indoor and outdoor cooling systems.
“Masterkool is Thailand’s first inventor of alternative cooling solutions. We began the business with the high-pressure misting fan, which is a cooling solution for open space. This product made Masterkool become known in Thailand and internationally. From an annual turnover of only 12 million baht in the first year, we have leapfrogged to a 200-million-baht turnover in just a decade. Masterkool has been collaborating with the Ministry of Science and Technology for its research and development, which has resulted in lower-priced misting fans and evaporative cooling systems. These produces are priced at around 6,000 baht and are easier to use and cheaper to maintain, offering us the opportunity to penetrate the small-scale market,” Mr. Noppachai Veeraman summarized the success of his company.
Masterkool is a brand of innovation and has constantly developed new products for the market. To meet the demand from customers who have limitations to use of misting fans, Masterkool has developed an evaporative cooling system, which draws in the air through a wet cooling pad, absorbing the heat and making the hot air become cool without producing droplets. This is an efficient cooling solution that also saves energy. The evaporative cooling system comes in a large size for industrial factories, large warehouses, restaurants, etc, and a small size for home use, which has been very well received. Masterkool is committed to developing products and services of international standards and training personnel and improving working processes to meet customer satisfaction as well as raise the life quality of our employees. We have our slogan: “The customer’s experiences in dealing with Masterkool must be impressive and memorable.” During the past ten years, Masterkool has received awards from various institutions to guarantee our quality, including the TISI 934-2533 certification from the Thai Industrial Standards Institute, the ISO 9001: Version 2000 from UKAS, the SAA (The Standards Association of Australia), and the RoHS environmental standard. We are a brand of quality, reliability, and continual development.
“In 2012, Masterkool had a turnover of 230 million baht, growing by 27% from 2011. This year, with the aggravation of global warming, we see a growing demand for our products from every business sector, particularly from small businesses and the consumer market, like home and condominium owners who do not wish to install air-conditioners because of the increased electricity charge. Thanks to our quality products and services, Masterkool has planned to use the slogan “The Perfect Alternative Cooling Solutions for Those Areas Where Air Conditioning Is Not Appropriate or Economical: Efficiently Cool, Energy-Saving, Eco-Friendly, and 100% Safe to Use” in our marketing communication and has set aside a budget of 15 million baht to deliver the message to every target customer. Our products are great alternative cooling solutions that are ten times more energy-saving than air-conditioners. We are also expanding our distribution channels to HomePro and Macro outlets and other retailers across the country and in more than 30 countries worldwide. The target turnover for 2013 is 400 baht, or a growth of 80%,” said Mr. Noppachai Veeraman confidently.
For 2013, Masterkool plans to launch new products in every market. These include the I-Kool 20EX small and mobile evaporative cooling system for home use with an open space of not over 20sqm (6,490 baht), the I-Kool 35EX mobile evaporative cooling system for use at homes and restaurants with an open space of not over 30sqm (12,500 baht), the Masterkool ICE Eco 24 mobile misting fan for use at hotels and restaurants with an open space of not over 50sqm (16,500 baht), and the Masterkool Wall ICE 24 wall misting fan for use at hotels and restaurants with an open space of not over 50sqm (16,500 baht).
Regarding the cooling system business in Thailand this year and in the near future, Mr. Noppachai Veeraman said, “Alternative cooling solutions will be a business with continual growth from now on. Major factors that help boost the business include a continual rise in temperature, a higher electricity charge, and the fact that air-conditioners are the appliance that consumes the largest amount of energy at home. Customers now want a better alternative. Today’s consumers have more understanding and acceptance for misting fans and evaporative cooling systems than before. We are confident these factors will help boost the cooling solution market to grow 30% a year on average from now on,” Mr. Noppachai Veeraman concluded.
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