Bangkok--16 Jun--Oasis Media
Fourpattana unveils its strategy in 2H09 today that it will use event marketing as its tool to directly reach out to its customers starting with its annual Fourpattana Golden Week to be held during June 24-30, 2009 at 1st Floor, Central Plaza Lardprow. The event will be organized under the theme of “Golden Opportunity with 5 Gold Packages”
Mr. Pramote Theerakul, the Managing Director of Fourpattana Co., Ltd., a Thailand’s top home builders which has a policy not to use outside contractors in its 28-year history, unveils the company’s strategy in 2H09 today that the company will use more event marketing as its tools to directly reach out to its customers starting with Four Pattana Golden Week to be held during June 24-30, 2009 at 1st Floor, Central Plaza Lardprow. The event, which has been held annually for the 3rd consecutive year, has proven to be more effective year by year. This year event will be organized under the theme of “Golden Opportunity with 5 Gold Packages”
This hot unprecedented event will be unparalleled in term of price, quality and standard. Visitors could choose from one of the special 5 promotional packages for those who sign up for one of the 20 most popular housing models, i.e. those who select from the Young Executive Series Plus Interior Package will receive 35-Baht gold; those who select from the Premium Series Contemporary Package will receive 50-Baht gold; those who select from the Premium Series Oriental Package will receive 60-Baht gold; those who select from the Young Executive Series Full Finished Package will receive 70-Baht gold; and those who select from the Premium Series Classic Package will receive 85-Baht gold.
“The 1H09 results are quite satisfactory, despite lower purchasing power amidst the current economic downturn and a highly competitive market. Given our sales target of 214 MB, we could manage to an impressive result. As most of our customers are happy with the quality of our products, they speak favorably about us. However, we plan to directly reach out to our customers more in the 2H09 through event marketing, starting with our annual Fourpattana Golden Week. The event, which is known to offer very special promotions normally, has high awareness in the market and there is a group of fans waiting to act upon it as they know they would get the best deal of the year. In addition, we will also participate at the Home Builder 2009 organized by the Home Builder Association in August.” Mr. Pramote said.
In the past year, the company has been using aggressive product development strategy to tackle the economic slowdown both in its design and construction standard. In addition, it also adds in 2 more channels to generate more revenues including the setting up of a subsidiary, namely Four Extra Build Co., Ltd., to cater new targets that have already had their blueprints, but lack of quality construction team, as well as the launch of Baan Bussaba project, which is a 12-rai 43-unit single detached housing project in a 3-to-4-MB-price range.
In 2009, the company set its total sale target at 610 MB, up 20% YoY from 491 MB in 2008. Of the additional revenue, it is expected that the new company, namely Four Extra Build, will contribute 40 MB and Baan Bussaba project will generate a sale of 60 MB, while all other business units would maintain their targets YoY pending further evaluations.
Fourpattana Group consists of 5 companies operated in 9 business units, namely Fourpattana Co., Ltd. which operates 5 business units, i.e. Premium and Young Executive Home, Special Premium Design Home (10 MB or more), Fourpattana Landscape, Construction Materials Group which sells water proofing products and EZ-Trust rust-proof roof structure and Baan Bassaba Residential Home Project; Four Develop House Co., Ltd. which is in the 4-MB-or-less home building segment; Fourpattana Interior Co., Ltd. which is in interior design business; Fourpattana Colorline Co., Ltd. which designs and produces marketing medias; and Four Extra Build Co., Ltd. which only deals with customers, outside of Bangkok and its neighboring provinces, who come up with their own blueprints as well as quality construction services for home offices, service apartments, or buildings with no more than 15 meters in height.
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Khun Chatchaval Teened / Saranyarat Suwannakham / Piyaporn Chumnien
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