Brother Banking on ‘4C’ to achieve 18% Thai growth

Brother is focusing its Thai business direction this year on the “4C” strategy, which it expects will enable the company to achieve growth of 18 per cent in the Kingdom.

Teerawut Supapunpinyo, director of sales and marketing at Brother Commercial (Thailand), said the company’s focus would be on customer, cost, convenience and communication.

In the customer area, the company will announce more than 10 new inkjet printers, laser printers and scanners to support all segments: home users, small office and home office users, small and medium-sized enterprises, corporate and government.

“We will provide products to support demand for all our customers. Meanwhile, we also have specially designed products such as laser printers to meet demand in the region, including in Thailand,” he said.

For the cost element, the company is providing products that offer performance at a reasonable price, which will ensure that value is passed on to customers.

Meanwhile, in the convenience area, Brother Commercial (Thailand) will expand its sales network in the provinces, such as providing its products at modern trade outlets in order to reach individual customers, as well as organisation-level customers.

In addition, Brother will provide convenience for customers through its service centres in all 77 provinces, Teerawut said.
In regard to the fourth “C” – communication – the company will create new marketing campaigns in every market segment, which will maximise buyers’ purchasing power.

It will also create a “cool” marketing campaign to support customers, and use a variety of marketing tools via social media such as YouTube to enhance awareness of the brand, as well as customer satisfaction.

“I think the company this year will achieve double-digit revenue growth as the economy continues to expand, especially in manufacturing and other industrial sectors, which will drive the market as a whole,” said the director.
(Source: The Nation)