Bangkok--18 Feb-- Central Air sets to reinforce its leadership position in air-conditioning technology on its 30th anniversary with the introduction of latest air-conditioner 5-Plus, highlighting "I-Saver" the latest innovation for energy saving The company will allocate 80 million baht in all marketing and media campaigns set to penetrate the peak air-conditioner market during this coming summer season. Central Air, a leader in air-conditioning technology, this year celebrates its 30th Anniversary with a very proactive strategy aimed to penetrate the air-conditioner market in Thailand. The company has introduced its latest "5-Plus" air-conditioner, featuring "I-Saver" the latest cutting-edge innovation for the most efficient energy-saving. The new air-conditioner will target both commercial and home-use customers. A huge budget of 80 million baht will be allocated to support its marketing strategy. The company has set an impressive growth of between 5 % and 10 % and to achieve 1,500 million baht in sales this year. Ruangpan Sri-on, Managing Director of Pan Siam Engineering Co Ltd, manufacturer and distributor of "Central Air" air-conditioners, reveals that the company's business strategy for 2008 will be very proactive particularly in the new product launch and marketing communications set to access two key targeted segments namely commercial-use customers with product offer from 3 tonnes and home-use customers emphasizing on three major capacities: 9,000-BTU, 13,000-BTU, and 18,000-BTU. Central Air will give a high focus on energy conservation besides cooling function and durability, which have been accepted by the Thai consumers for more than 30 years. "On the occasion of Central Air’s 30th anniversary, we plan to introduce three latest models of Central Air to target home-use customers. These are: wall-mounted type or 'wall type' air-conditioners, which have been launched into the market since the beginning of February this year; roof-mounted type or 'ceiling type' models with the Number 5 Energy-Saving Label, which will be introduced into the market by the end of this month; and the highlight model "5-Plus" set to be launched by early next month (March). The new "5-Plus" air conditioner emphasizes on greater energy saving function with unique “Intelligence Pressure Control Valve” (IPC Valve) technology which has been specially developed and patented by Central Air to cater incredible demand of today consumers, who have a high concern on energy conservation. In addition, the Central Air will also introduce 'I-Saver' electricity-saving equipment to reinforce its superior product quality regarding to energy-saving," said Ruangpan. "In addition to the new product launch, the company will also allocate 80 million baht of marketing budget to carry out an integrated communication campaign, both below and above-the-line communications, including public relations and marketing events set to celebrate the 30th Anniversary, anniversary caravans, printed advertising and the launch of two new 30-second TV commercials. The first TV commercial will tell a story of house members, who are long familiar with Central Air energy-friendly air-conditioner since the time when they were young until graduated, started their career and then get married. The first TV ad is aimed at reinforcing the key slogan of Central Air, which focus in its energy-saving and long lasting benefits. While the second TV commercial will be an extended version, which will highlight the key IPC Valve technology and energy-saving benefit founded in the new "5-Plus" model," he added. Ruangpan said that "Central Air has set an impressive target to achieve 1,500 million baht in sales this year. The company gained a substantial market share of 10 per cent last year with 1,300 million baht in sales. About 60 per cent of sales came from home-use clients and another 40 per cent from commercial users. The company, however, will follow this year economic situation very closely especially the potential for an energy crisis, which will lead to an increase in its production costs. Competition in air-conditioning market is likely to be tougher this year particularly the price cut strategy launched by many players." The air-conditioner market in Thailand last year grew by only 5 % due to uncomfortable economical climate and political instability. However, with strong support of the new elected government, the Thai economy is expected to be totally improved this year especially with greater confidence of both local and foreign investors. The move will send positive message to overall air-conditioner market, which is expected to earn a substantial increase over last year, which posted total air-conditioner consumption of 650,000 units, amounted to about 13,000 baht in value. For media enquiry, please contact Savitree Peungcharoenkun (081 816 4598) Chatsaral (Pom) Tiamwon (089 443 6886)