Bangkok--30 Nov--
As a highly experienced Original Equipment Manufacturer (OEM) that produces and assembles the electric appliances for major modern trades, Thai Habel Industrial Co., Ltd. is now launching high-quality LED TV under its own brand, "altron", to serve the consumers' demand and enhance the business growth. The Company focuses on "Third Party Endorsement" marketing strategy to create brand awareness and brand credibility and targets the sales volume of 300 million baht within 12 months.
Mr. Narindej Thaveesangpanich, Deputy Managing Director of Thai Habel Industrial Co., Ltd., said, "Since the establishment in 1987, Thai Habel Industrial Co., Ltd. has been manufacturing and assembling electric appliances, such as color TV, LCD TV, LED TV and DVD players, as well as kitchen appliances like rice cookers and electric kettles, under our own brands and serving as OEM for major modern trade, namely TESCO Lotus, Big C, Makro, Do Home and Mega Home, as well as online market like Lazada, C Discount and shop at 7. The Company sets the sales target at 400 million baht within 2015, 70% from domestic sales and 30% from international sales. LCD and LED TV, as the key products, are accounted for 70% of total sales volume."
"altron TV" is developed to sustainably enhance the Company's business growth and serve the consumers' needs in response to the competition in TV market. Currently, leading international brands penetrate high-end market and products with no brand name from China penetrate low-end market. So, the Company finds the gap in the middle-end and lower middle-end market, where we can penetrate with the trustful production capacity and quality certified by many organizations. Moreover, the market survey revealed a segment of customers who feel proud to be Thai and have confidence in the quality of Thai products assembled in Thai factories. This motivates the Company to develop altron TV, quality television produced by Thai company for Thai people," continued Mr. Narindej.
altron TV targets C+ - B customers aged between 18 and 65. At price range from 4,490 to 7,590 baht, this high-quality Thai television offers contemporary design, easy-to-use functions and three-year warranty. It is introduced in two series: (1) Maroon Series offers LED TV at affordable price for Thai customers, available in two sizes – 24-inch digital TV and 32-inch analog TV. It focuses on simple and contemporary design as well as basic functions to make sure that the users can fully enjoy the entertainment. (2) Indigo Series will lift up the entertainment with the powerful up to 32-watt DDSI (Dynamic Direct Sound Impact) audio system, ideal for the consumers and shops preferring dynamic sound directly from TV, with no need for amplifiers. This elegant series is available in two sizes – 22-inch digital TV and 32-inch analog TV.
"altron TV" plans to create brand awareness and credibility with "Third Party Endorsement" marketing strategy thanks to the products certified by various public and private agents, namely ISO, Thai Industrial Standards Institute, green industry, energy-efficiency label number five and Thailand Trust Mark by the Ministry of Commerce. Moreover, the Company offers value-for-money products to attract the target group. The launch of altron will start at the end of November 2015 in more than 166 branches of TESCO Lotus countrywide, together with PR and marketing activities at the point of sale. Then, the Company will expand the distribution channels to more modern trades and dealers," added Mr. Narindej.
"The Company plans to introduce three more series to provide the customers with more options and expects 300-million-baht sales volume within 12 months. We will turn altron into our major brand, accounting for 40% of total company sales volume. We believe that altron, as a high-quality brand that will always be a part of Thai people's life, will build a strong relationship between the consumers and the Company. The brand will also bring pride to the country when it can penetrate the international market," concluded Mr. Narindej.