Bangkok--8 Aug--Oasis Media Four Pattana guided that intense competition in home building market in 2H07 prompted the company to adjust its strategy by highlighting superior building standard in order to differentiate from the market. Four Pattana guided that intense competition in home building market in 2H07 prompted the company to adjust its strategy though new product development and more marketing activities. The company also revealed its plan to highlight its 27 long years of superior building standard as its selling proposition and projected its top line at 500 million Baht this year. In its latest move, the company planed to participate in “Home Builder 2007” with its latest housing model and various promotion campaigns including a maximum discount of 1,500,000 Baht, special discount for popular housing model and special discount for two of its latest housing models. Mr. Pramote Teerakul, the Managing Director of Four Pattana Co., Ltd., disclosed that there would be more intense competition in home building market in 2H07 as it would be the period that most consumers would decide to build houses. From last year figure, home building market in 3Q06 was valued at 3,500 million Baht, while total value in 2006 was 8,000 million Baht. While the market enjoyed a considerable growth rate in 1H07, it was expected that home building market would be more active starting from 3Q07, especially with Home Building Association staging Home Builder 2007 during August 15-19 at the Queen Sirikit National Convention Center, where consumers would have a chance to compare and select from various home builders. On the company’s part, it had mapped out a plan to cope with continued intense competition by adjusting current housing models; partnering with building material manufacturers with new trendy tools suitable for the lifestyle of today’s modern generation; developing “Young Executive New Design” housing models completely installed with home automation system and hi speed internet; and refocusing its target market to include more segments both in middle class as well as upper class that needed special designs and services. “This year, we expect the market to be very competitive, especially during Home Builder 2007. In this regard, we decide to focus our competitive strategy on superior quality building under the “standard above standard” concept, which has been our main focus that is widely accepted by the public at large in the past 27 years. And as a result, more than 60% of new customers are from the word of mouth and this is the best guarantee about our quality building. At the same time, we must also quickly adjust our marketing strategy both in advertising and promotion as well as in continuously organizing marketing activities, whether through our own event or through our participation with Home Building Association” said Mr. Promote. Mr. Pramote further added that as for 2007 the company has set a target of 500 million Baht in sales, while it could so far achieve total sales of 206 million Baht in 1H07. Besides this, the company expected to generate sales of 100 million Baht during Home Builder 2007 this year. This figure was almost the same as last year and reported to be the highest sales amount in the event as well. During Home Builder 2007, the company would launch its latest housing models along with a special promotion to only on-site customers including a special discount of 1,500,000 Baht and interior decoration valued 150,000 Baht by Four Pattana Interior Co., Ltd. Besides these, those selecting to build its popular housing models, i.e. FP 22P, would receive a special price offer at 6,590,000 Baht from 7,370,000 Baht or FP 43S model at 3,500,000 Baht from 4,090,000 Baht. As these special prices would be offered on limited basis, i.e. one unit per model only, if there was more than one interest per model, the company would organize a lucky draw subject to its terms and conditions. Moreover, those signing contracts to build houses on site would also stand a chance to win a gift check valued 1,000,000 Baht and five 2-Baht gold prizes from the Home Builder Association. For more information, please contact Email : [email protected], [email protected] , [email protected] Click for photo release at www.thaipr.net