Bangkok--17 Dec--Siam PR. Consultant Wasan Kiangsiri, President of Tararom Enterprise Public Company Limited, told journalists that the current overall property industry pointed to condominiums as the most promising type of residential projects posting the highest growth - outperforming the low-rise residential category, which includes single-detached homes and townhouses. However, according to a recently conducted survey by the company on home buying demand, single-detach homes remained the highest in demand, followed by townhouses. “The results of the survey happen to coincide with that of the surveys conducted by other institutions. Therefore, when the economy starts showing signs of recovery, the demand for home buying will certainly rebound. Consumers regaining confidence will mean increasing purchasing power,” he said “In addition, the expansion of several transportation routes such as the industrial ring-roads, Southern ring-roads, or the annex part of the expressways namely Ekkamai-Ramintra Expressway, and road improvements including Krungthep-Kreeta Road and Hatairat Road will make traveling more convenient. The construction approval of 3 new sky train routes namely the red route, purple route and green route annex will help make low-rise residential projects more appealing since they provide better level privacy than condominiums,” he added. As for the 2007 performance, Tararom Enterprise Public Company Limited ended up with a performance close to that of last year despite obvious slowdown in purchasing power during the first 7 months. “However, during the remaining 5 months, home purchases regained strength, while attractive promotional offers were launched to boost the company’s existing projects in 4 locations namely Parkway Chalet Ramkamhaeng, Garden Suite The Indy Home Ramkamhaeng, Neighbor Home Watcharapol and Promenade Home Rama II Soi 47,” he said. Tararom Enterprise PLC will conduct continuous marketing activities throughout the year whose details are as follows:1. Appropriate customer-relations activities for each of the projects such as information dissemination on how to choose sufficient and safe homes, activities for better health and information on easy traveling and new comfort and convenient innovations.2. Alliance with business partners to provide special privileges for customers in terms of value for money and comfort & convenience.3. New sales attractions by offering homes at special prices such as the Final Sale scheduled at the middle of next year and Top of Town at the end of the year.4. Constant communication with customers through various media channels “As for 2008, Tararom has predicted the sales to reach 1.5 billion baht, most of which comes from current projects and pre-sale of a new project namely Parkway Place Ramkamhaeng Road. The company will use researches to help develop new projects that cater to the demand of current consumers,” he explained. With regard to the marketing strategy, Nattapone Mattawakul, Vice President, disclosed that current consumer behaviors should be considered seriously because changing consumer behaviors would prompt the business to change. “We need to adjust to them in order to be compatible with their purchasing behavior. Adjustment also includes promotional activities, which must be colorful, new and innovative enough to motivate and stimulate purchasing decisions. For Tararom, the 3E (triple E) strategy is used to improve the marketing strategy, whose main focuses are as follows:1. Experience Marketing — encouraging consumers with good experience with our products and services2. Expectation Management - effectively managing the expectation of consumers3. Excitement Modules — sales promotions and other types of activities to enhance good relationship using exciting and colorful engagements “As for the marketing communications, the company will enhance communication channels in order to reach out to target homebuyers while creating greater basis for confidence for consumers. These will be in the forms of advertising, public relations and utilization of localized media. A survey is conducted to find out how target consumers perceive the media so that communications will precisely hit the targets,” said Nattapone. Wasan added that the current property situation was considered crucial as many crises had already occurred to undermine the industry. “This has prompted everybody to caution the government because the real estate sector is considered one of the most important industries in Thailand, essential in propelling its economy to success. At present, the construction value is estimated at 323 billion baht or growing 6.2%, which is higher than the country’s Gross Domestic Product (GDP). However, several chronic issues remain unattended including the amendment in the laws, which awaits the decision from the new administration. The property industry is an important industry, which is also relevant to other key businesses in the country,” he stressed. “In early 2008, the property sector will continue to remain sluggish given several factors that may be attributed to weakening consumers’ confidence. However, with over 38 years of experience in operating residential projects that satisfy homebuyers, I am confident that Tararom will continue to grow with good stability,” Wasan concluded. For more information please contact: PR Consultant Public Relation Department Jidapa Pramualsub, Nunthaporn Boon-long Tararom Enterprise PLC Siam PR. Consultant Co., Ltd. Tel.0-2318-0083, 0-2319-0833 Tel. 0-2693-7835-8 ext. 32, 33, 08-1817-7153 Fax. 0-2319-0858 Fax.0-2693-6920 E-mail: [email protected] E-mail: [email protected]