Bangkok--15 Feb--Oasis Media
Fourpattana unveils its latest strategy, i.e. “Next To..Fourpattana Group”, for 2010 following its successful restructure of its organization in order to prompt the company for all home building segments. As parts of its preparation for its 30th anniversary, the company has set an annual sale target of 615 million Baht in 2010 while pushing Fourpattana Interior to actively seek more shares in interior market. Given its successful track record and growing market awareness, the company will maintain its policy to use event marketing as its winning tool to reach out to its customers and is launching its new campaign, i.e. “Open Love Box and Get Red Pouch”, to stimulate purchasing power in 1H10.
Mr.Pramote Theerakul, Managing Director of Fourpattana Co., Ltd., unveils Fourpattana’s 2010 strategy today. The “Next To..Fourpattana Group” strategy, which will be used as the company’s strategy in its 29th year of operation, emerges after its successful restructure of its organization and manpower to cover all services related to home building. The move was made so that the company is able to provide better services to its customers, though it is currently known for its “standard beyond standard” reputation. And given an unclear economic backdrop as well as possible unstable political outlook, in 2010, Fourpattana has only set its sale target in line with its last year at 615 million Baht so that it could grow strongly and sustainingly in 2011.
“In general, home building market outlook has improved considerably in 2H09. Despite the World economic crisis and unfavorable political backdrop in Thailand, home building customers are generally less affected than those project home buyers as they have more savings and are financially well planned and disciplined. In addition, declining interest rate and construction material prices have also eased the situation a bit. Given that the world economy has regained its momentum, though local political is still at its crossroad and construction material prices could further fluctuate, I would say home building market will further improve this year because interest rate is positively stable and banks have turned to be more supportive to the home building industry. And I would say “change” would be an important agenda for us this year. Despite our leading service position in the market, this year we are committed more to improving and developing our service standard, while maintain our policy of not using contractors. We believe the policy is our solid asset that yields strong consumer confidence and referring power, as over 60% of our customers are referred to us. To top it all, we will further develop new housing models, e.g. the “Elegant” series, to cover more segments; improve our website to more flashy and interactive; as well as use more direct mailings to communicate with our targets.” Mr. Pramote said.
In 2009, Fourpattana posted an operating sale result of 518 million Baht from its target of 610 million Baht. Out of this figure, 340 MB were from Fourpattana (209 MB from Fourpattana Young/Premium, 97 MB from Fourpattana Special Premium Design, 8 MB from Fourpattana Landscape, 28 MB from Fourpattana Materials, and 15 MB from Baan Bussaba and Baan Chuen Ratchada Projects), while the rests were from its subsidiaries including 76 MB from Fourdevelop, 41 MB from Fourpattana Interior, 12 MB from Fourpattana Colourline and 32 MB from Four Extra Built.
As part of its Chinese New Year and Valentines celebrations, Fourpattana will introduce its first 2010 promotion to all customers. The “Open Love Box and Get Red Pouch” campaign, which will last until the end of February, will offer wonderful gifts to qualified customers, for example
- A Toyota Camry 2.4HV 6 CD HYBRID
- A new Toyota Corolla Altis 1.6E
- A gift voucher for interior decoration valued 400,000 Baht
- A gift voucher for interior decoration valued 200,000 Baht
In addition, Fourpattana will also do event marketing, which has proved to be an effective tool, to reach out to its targets, including Home Builder Focus at the end of February, Architect ‘2010 during April 30 — May 5, 2010, Fourpattana Golden Week in June, and Home Builder 2010 in August.
Fourpattana Group currently consists of 5 companies. First is Fourpattana Co., Ltd., which consists of 5 SBUs. The first SBU does Premium Series, Young Executive Series, and Elegant Series. The second SBU does Premium Special Design for 10 MB & Over homes. The third SBU does a JV under Baan Bussaba brand, which is a detached housing project on a 12 rai plot of land on Tivanont Road at 3 — 4 MB price range. The fourth SBU is Fourpattana Landscape doing landscape and design. The fifth SBU is M&S Group offering Shell specialty water-proofing products and EZ-Trust rust-proof roof structure. Second is Four Develop House Co., Ltd., which does home building at prices of 5 MB or below. Third is Fourpattana Interior Co., Ltd., which does interior design and F.I.S. (ready-made furniture). Fourth is Fourpattana Colorline Co., Ltd., which does media design and production. Fifth is Four Extra Built Co., Ltd., which does turn-keys or builds homes, buildings and offices for customers who have already had their own blueprints nationwide.
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