Bangkok--25 Aug--Verve
Siam GS Sales, Thailand’s leader in storage battery innovations, gets into top gear in the replacement battery market with additional 25 million baht marketing budget to bring the year’s total above 100 million baht in a bid to boost its share of the REM market to 60% this year. The company is launching an integrated marketing communications campaign that has Peter Corp Dyrendal as product presenter in new ads under ‘World Class Technology’ concept, paving the way for achievement of 3.3-billion-baht sales target.
According to Mr. Prakasit Phornprapha, Director of Siam GS Battery Co., Ltd. and Siam GS Sales Co., Ltd., the manufacturer and distributor of GS Battery for automobiles, the global economic downturn has affected the automotive industry worldwide, causing a slowdown in the market of OEM car battery. The company has therefore shifted its focus to drive for growth of replacement battery (REM) business in the domestic market, with a goal to boost its share of the REM market to 60% within this year.
The company recently centered its production and sales on a strategy to offer an all-encompassing range of products for every category of cars, including personal passenger cars and pickup trucks, in order to cover the demand of all consumers better. In addition, the company also emphasized on an integrated marketing strategy with proactive approach, revolving around local sales promotional activities to support GS Battery dealers and marketing communications campaigns directed toward end-users.
“To underline GS Battery’s image as the leader of Thailand’s car battery market under the brand’s ‘World Class Technology’ concept, we are injecting additional 25 million baht into marketing in the second half of this year, raising the year’s total budget above 100 million baht from 80 million baht planned previously,” Mr. Prakasit tells. “A new advertising campaign will be launched with Peter Corp Dyrendal as the product presenter, representing independent new generation people who are blessed with great confidence. This will help boost the brand recognition, especially among our target group of first jobbers, and serve as a strong support for our dealers nationwide in terms of product promotion and sales. We will be seen rolling out a series of integrated marketing and brand communications activities in all advertising channels, such as newspapers, magazines, billboards, and point-of-purchase (POP), as well as through radio spots in which the voice of the new presenter will be broadcasted and heard nationwide.”
“We feel confident that, with our year-round, integrated marketing communication strategy, GS Battery will continue to set the pace as leader in the car battery market and achieve our sales target of 3.3 billion baht by year end,” Mr. Prakasit tells.
Mr. Saran Chinprahat, Managing Director of Siam GS Sales, adds: “The company’s performance during the first half of the year was pleasing as we witnessed a year-on-year growth of 15% by value and 50% by volume in our domestic sales of replacement battery. The success can be attributed to the variety given to our marketing activities in a bid to stimulate sales and support retailers of GS Battery across the nation. These activities range from monthly sales promotion, roadshows, and free inspection service across the country, through to the launch of new products to offer more choices to the consumers with an emphasis on product quality and reasonable price, and the GS Family Rally organized to tighten the relationship between the company and dealers.”
As for dealer’s activities slated for the rest of the year, the company has planned a series of marketing activities to stimulate sales through the dealers, such as incentive trips to England-Scotland and Japan, a year-end dealer’s party highlighting a major lucky draw for 20 pickup trucks, and the GS Smart Point program in which dealers get reward points from their orders, allowing them to redeem for rewards from a list of more than 20 items.
In addition, the company has geared up its product development to differentiate itself from competitor brands, both in terms of product quality and innovation. Most recently, the company has introduced its D-TECH Series of maintenance-free battery which highlights freshness of the product and is compatible with both passenger cars and pickup trucks. Moreover, the NS100 PLUS lineup has been given an update, giving the battery a new look and adding to it an indicator to ease user’s inspection of the battery power condition.
For further information, please contact Verve:
Prasit Kritsadaariyachon (Bob), Tel: 0-2204-8216
Pannarai Thaweechotkitcharoen (Ar), Tel: 0-2204-8212