Bangkok--22 May--Arc Worldwide Thailand
As mid-2015 approaches, Lamptan reports solid performance building on steady growth in the latter half of 2014 and a reputation for top quality and proven safety. The company has expanded its portfolio of real estate development clients by 50% and is now launching Thailand’s first and only lightning-proof LED lightbulb. Its own first-ever retail development – a city lifestyle mall named The Bright – is progressing to plan, garnering almost 100% tenant occupancy during construction, with the grand opening slated for this coming October 2015.
Dr.Kijsada Chaisanguanmitt, Managing Director of Lamptan Lighting (2001) Co.,Ltd, manufacturer of light bulbs and accessories serving the Thai market for more than 30 years, said the bulb market today has become fiercely competitive. The company is facing competition from domestic manufacturing firms as well as recognized international brands and newcomers, especially from China. In order to maintain its market share and leadership position in Thailand, the company must adapt responsively to ever-changing market conditions. Its strategy is to never stop innovating in order to build strong market differentiation through value-added products. Its latest development is the LED lightbulb with integrated surge protection, the first and only such product in Thailand, which is set to boost already-strong consumer confidence in Lamptan LED lights. The new bulbs are already in distribution and Lamptan plans to integrate surge protection into every LED model in the future.
“During the rainy season especially, we hear of people being electrocuted by lightning, sometimes fatally, and it inspired us to be a part of the solution to this problem. We especially wanted to answer the client brief in the provinces more directly and so our research-and-development team developed integrated surge protection, which has been thoroughly tested for performance and efficiency. Although the addition of this component raises production costs, we have kept our retail price the same because our primary intent is to deliver customer satisfaction and safety in terms of preventing material damage and personal injury. This is how we choose to operate and we feel that it’s a company-defining strategy, one that will bring us greater returns, tangible and otherwise, down the line,” Dr. Kijsada said.
The surge protection unit is designed to cut off automatically when there is a sudden and dramatic surge of electrical power, preventing the excess charge from damaging the main circuit. Once the charge returns back to normal, the unit quickly restores the electrical current to the main circuit. Lamptan will also soon be launching a variety of new LED bulbs catering to specific target groups, such as lights designed to help stimulate productivity in livestock and agricultural production.
Lamptan’s 2015 marketing strategy will focus on building consumer knowledge on how to select the right lighting goods for their needs, the aim being to counter the negative impacts of a market inundated by cheaper, lower-quality bulbs from abroad. The company advises consumers to select bulbs that are guaranteed long-lasting and that have been designed and manufactured to the highest safety standards. A consumer behavior analysis concluded that many shoppers do tend to prioritize quality over price considerations alone, a finding that Lamptan aims to build upon by supplying practical information to positively influence consumer buying decisions over the long term. Most consumers also tend to stick with the brand that they know and trust, which is a plus for the company, and sales will keep growing as technology enables the manufacture of ever-more affordable LED bulbs.
The consumer market remained relatively sluggish in Q1 this year, but Q2 is welcoming the return of more positive signals. Lamptan projects a 20% growth in sales for 2015, largely from domestic distribution, and plans to increase its export volume by about 10%, on par with 2014. This year, Lamptan is focusing on expanding its business-to-business (B2B) and project development clients. Lamptan is very proud to have recently been chosen by Pruksa Real Estate Plc to supply LED bulbs for all of their upcoming projects for 2015.
Meanwhile, Lamptan’s own first-ever retail development project has been moving forward with great momentum. Conceived as “The Bright”, a city lifestyle mall on Rama II Road, project construction is 60% complete with tenants snapping up virtually 100% of the retail space available for shops, restaurants, banks and salons. The project is on target ahead of the official grand opening slated for October. The Bright will bring to Rama II Road chic lifestyle options normally found in downtown Bangkok, and its marketing and public relations teams are organizing well in advance so that patrons can expect an exciting line-up of colorful events soon after it opens its doors.
Lamptan is also gearing up for the upcoming LED EXPO 2015 in Thailand, an exciting platform through which to showcase and distribute its lighting products. It is actively working to reinforce brand image among its business clients while leveraging public relations efforts to promote new product lines and educate consumers on how to select the right lighting goods. Lamptan believes that, as with last year, it will garner positive interest and be well-received by general consumers and corporate clients alike.