Bangkok--26 Oct--Pirate Advertising
TOTO sanitary ware is speeding its active marketing on the last quarter by presenting its newest superior-luxury product collection, TOTO Neorest A, coupled with a sales promotion project by adding certain distributing customers all over the country. TOTO has spent its 5-million budget for this project, and aims to meet the sale target on the last quarter at 30%.
Mr. Sarawut Samransub, Managing Director of Siam Sanitaryware Industry Co., Ltd., a manufacturer and distributor of TOTO sanitary ware, stated that the total sanitary ware market in 2009 exceeded baht 3,900 million, which is lower than that of the previous year for 8-10%. The high-ended market covers 20% of total market value. TOTO has acquired the high-ended and super high-ended markets. The customers of TOTO sanitary ware include both B2B and B2C groups. The B2B group involves premium and medium project owners or at 48% of all customers while the B2C group includes some sanitary ware distributors and general customers who want to have new houses or to have houses decorated or repaired with modern taste and lifestyle under some difference of technologies and designs, which covers 52% of all customers. In addition, due to the economical shrinkage at the beginning of this year, the sales sum of TOTO sanitary ware increased for 2% if compared with 2008. However, the overall economic analysis indicates an improving tendency as well as the real estate sector, which seems to move positively. This results to an increasing sales and purchase volume in the sanitary ware market. For TOTO sanitary ware, the short-term marketing plan was placed to correspond to the economical movement. Such plan leads to an active marketing by launching an ultimate and superior-luxury innovation of the century, TOTO Neorest A. This sanitary ware collection is distinguished by its technologies, designs, functions and shapes relevantly hitting the customers’ demands.
TOTO also sets up a sales promotion program under some very special options proposed to customers, either the group of distributors around the country or general customers, to move the sales sum into a top gear. It is projected that, for 2 months of this year, the sales growth should be 30%.
Regarding other selling activities of TOTO sanitary ware arranged for TOTO distributors, throughout this year, they included: CRM activities to take those distributors to have educational observations on abroad; golf activities in the country and on abroad; and opening of TOTO Tech & Design Center for training & seminar courses and development of sales techniques for distributors. On this last quarter, TOTO Day is a kind of sales promotion activity arranged with distributing shops across the country. This activity was publicized in many printing media, leaflets, radio spots advising details of TOTO sanitary ware and other activities. The highlights in this event was a big meeting of many superstars, celebrities, and famed designers to share their experience, happiness and luxurious relaxing with that superior technological innovation, e.g. Dome Pakornlum, Ploy Cherman Boonyasak, Promporn Uwaves, and Nut Davahasdin Na Ayudhya under the theme of “Where Beauty Speaks to Perfection TOTO Nerorest A. This event was held on 20 October 2009. Moreover, for general customers of TOTO, they would be offered the most special options in a big promotion. Any shoppers buying this new collection of TOTO sanitary ware, Neorest A, would promptly get one Black Berry, Bold 9000 valued at baht 25,500. A customer with a purchase of any TOTO sanitary ware (except Neorest) totaling baht 250,000 would promptly get a Mitsubishi air conditioner valued at baht 14,600. A customer with a purchase amount at each baht 100,000 would be also given, for free, a Toshiba refrigerator, GR 906Z-3.1 valued at baht 4,490. A customer with a purchase amount at baht 50,000 would be also given, for free, a DVD Sony, DVP-PR 50 valued at baht 1,490. A purchase amount at each baht 20,000 would be offered, for free, a TOTO jacket. This variety of sales marketing activities would be definitely stimulating the sales sum of TOTO sanitary ware to meet the expected target, Mr. Sarawut said.
For the marketing strategic plan in 2010, TOTO sanitary ware has planned to retain its first rank in the high-ended sanitary ware market. In the meantime, it has moved to form the brand under the marketing strategy called “Product Different Strategy” by more differentiating any groups of product by way of innovations, technologies, functions, shapes and designs. The group of high-ended customers will be also enlarged, either in the government sector or private sector, through various marketing activities,
Mr. Sarawut added.
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