Bangkok--29 Mar--Pirate Advertising
TOTO sanitary ware is implementing the marketing strategies by showing its remarkable strength of world-class quality sanitary ware, which relevantly responds all lifestyles in the society, and initiates an astonishing experience to customers. These strategies allow TOTO to retain the position of sanitary ware market leader in the super high-end market. The 3-million baht budget would be spent to expand the worldwide and Thailand markets by arranging 360-degree marketing activities and launching TOTO Neorest LE Series and TOTO Basic+ Series Collections.
Mr. Seiya Odajima, General Manager of the Bangkok Representative Office, TOTO Limited, revealed the strategic marketing plan of TOTO sanitary ware in 2010 to stand on a position of sanitary ware market leader in worldwide and Thailand markets. For the worldwide market, TOTO Co., Ltd. provides “TOTO V-Plan 2017” outlining the Company’s goals on occasion of its 100th Anniversary of founding. By this strategic marketing framework, TOTO V-Plan 2017 would be finely and continuously implemented in various business groups of the Company pursuant to the planning steps. These goals must be attained by Year 2017. Given that, the Company aims to become a world-class sanitary brand serving all lifestyles in the society and giving an exotic experience to customers’ daily life at every corner of the world. The plan implementation consists of 3 main parts: formulation of local business depth, expansion of business operations in foreign countries, and creation of new businesses. The goals of TOTO businesses to be attained by Year 2017 are:
- Gains of net sales sum at baht 222.0 billion (in the fiscal year of 2008, it reached 172.0 billion baht)
- Operating income at 18.0 billion (in the fiscal year of 2008, it reached 2.3 billion baht)
- Operating profit margin ratio to net sales increases to 10% (in the fiscal year of 2008, it reached 1.7%)
For business operations in foreign countries, the Company targets the net sales at 55.5 billion baht (in the fiscal year of 2008, it gained 22.0 billion baht) and the operating income at 6.6 billion baht. Except the above goals, the Company would continue adhering to an intention of TOTO sanitary ware in producing sanitary ware containing excellent quality, comfort and friendship to the environment along with the Washlets Hydrotect technological system, the genius toilet lid opening-closing system and the highest water safe sanitary. These are to relentlessly provide a better lifestyle and differentiated experience to the Company’s customers in foreign countries.
TOTO sanitary ware in foreign markets, e.g. China, has been the market champion as a consequence of the highest net sales sums for consecutive years as resulted by rising expansion of new cities in China. In the American market, TOTO sanitary ware has gained the highest market sharing in the groups of middle-class and high-class customers. TOTO sanitary ware also spots other new markets such as emerging markets in South America. For Asian markets, TOTO sanitary ware has carried out its business by maximizing its manufacturing efficiency in India, expanding the manufacturing capacity in Thailand and Indonesia. In Europe, the Company would mainly accelerate the business growth.
TOTO Marketing Plan in 2010 is to promote the sales target of new products in Thailand. A prominent concept and theme of TOTO sanitary ware is the comfort coupled with refined design and unique technologies, which must combine hygiene and energy saving together. In this year, TOTO sanitary ware launches Neorest SE & LE Suite and Basic+ Series, which was presented in the ISH Exhibition (The International Sanitary ware and Heater) 2009 held at Frankfurt, German. This presentation was warmly welcomed by European marketers until these collections became flagships in the hi-end market there. On the ground that Neorest Series proposes a new path of relaxation, fresh-up and cleaning; these are presented through most recent technologies and highest design standards. These aspects aim to turn your so common daily experience in using the sanitary ware into a pure pleasure.
TOTO in Neorest LE Series
A design concept of Neorest LE Series, as mirrored in the wash basin and bath, is a midpoint of innovations combining high technologies together, which may be invisible but they may be expressed in simple but refined shapes. Neorest LE Series could be seamlessly combined with all kinds of toilet climate by reason of superior quality together with the manufacturing process made by excellent materials like Luminist, which is the epoxy resin of TOTO sanitary ware. This material is transparent like glass, but so durable and highly heat-resistant.
TOTO in Basic+ Series
TOTO sanitary ware in Basic+ Series is designed by the philosophy of TOTO sanitary ware, that is, soft and refined curves seen in the nature are applied to design various shapes rather than general geometric lines. In addition, the cutting edge technologies of this TOTO sanitary ware series are combined together to offer a new experience in your toilet; so you will possess a clean and comfortable toilet. TOTO sanitary ware in Basic+ Series consists of the sanitary ware with a variety of technologies, e.g. CeFiOntect, a technology for coating the ceramic to prevent the sticking of dirt, to ensure that a toilet will be completely clean because of 3D Tornado Flush, which is the highest water-saving flushing technology, A new censor water tap, called the all-in-one water tap, is a cutting-edge tap easily installed and maintained, and a new collection of washlet system with the best working efficiency.
TOTO sanitary ware has also planned various 360-degree marketing activities to support these new collections launched:
- An exhibition of new products at TOTO Tech & Design Center to be held on March and November 2010
- Seminar for designers, architects, retailers, salesmen and sales engineers held at TOTO Tech & Design Center
- Invitations to key customers to visit TOTO plants
- Publicities for TOTO Neorest LE Series and TOTO Basic+ Series in leading magazines
- Promotion packages for Neorest toilet and the washlet system
- Promotion program supporting the distributors
- Increasing efficiency of website, http://totobkk.com in the information technology system
- Increases of sales package for the washlet and sanitary ware series to boost the efficiency of sales and other promotion packages
Mr. Seiya Odajima had an additional statement about the growth of TOTO sanitary ware in the super hi-end market that the Company believed that by better product qualifications and value, TOTO sanitary ware could continuously enjoy its growth in the super hi-end market. In particular, currently, the markets value the environment. The energy-saving products made from recent technologies and great designs of TOTO sanitary ware constantly presented could hit the customers’ demand and expand the Company’s existing markets. In the past, high-price sanitary ware could be sold out because of its high price only. But, at present, the high-price sanitary ware accepted in the markets must contain the product qualifications and value regarding high quality and efficiency. From past researches, a unit price of sanitary ware is likely to be higher. From Year 2009, the sanitary ware prices have been gradually higher; this is good news for TOTO sanitary ware that has been standing in the super hi-end market.
TOTO sanitary ware equipped with the washlet technology is likely to be growing in Thailand’s market due to its efficiency. Many customers start recognizing the value of TOTO sanitary ware and also accepting this high-efficiency and water-saving washlet technology. To expand the base of this super hi-end market, the Company has presented the product value via other marketing activities.
Finally, TOTO sanitary ware places its long-term marketing plan by expanding its distribution paths to foreign markets while Thailand stands as a manufacturing hub in Asia Pacific. A new investment plan in Thailand is to construct a new plant at Saraburi that will be first run at the beginning of 2012, and to open a new showroom at Bangkok in 2012, Mr. Seiya Odajima added.
Please contact TOTO Showroom at Sukhumvit Soi Tel 02 655 2446 www.totobkk.com