Rebranding as Shera looks to world market strategic
Fibre Cement Composite Solutions Co will rebrand its Shera product as Shera FCS (fibre-cement composite solution) in a bid to achieve sales growth of 35 per cent over last year to Bt8.5 billion and become a global brand.
Madee Sriwatthanah, vice president for marketing of The Thai Olympic Fibre-Cement Co, said the firm’s marketing strategy this year will centre on the rebranding of Shera, which was previously marketed as a "wood substitute material" to boost its appeal to consumers.
"Shera has evolved. This is a turning point and a major leap forward,To continue this success goes far to push the global market, "Shera" is a global brand??.By combining the power of all products under that brand new positioning "SHERA ... Build Better, Live Better"??" she said.
The rebranding of Shera is aimed at reaching a world market through "360-degree" strategic marketing via television, print media, radio spots, online media and other channels.
Affiliated dealers will prepare galleries to promote the product, and a television-commercial campaign will be launched with the |slogan, "The world has changed. The material will be replaced by Shera FCS."
The total marketing budget exceeds Bt120 million.
The company expects the campaign to help it achieve sales growth of about 35 per cent to about Bt8.5 billion. Shera" is to be introduced and recognized at the international market in every continent around the world
Shera is a composite fibre cement technology made to international standards for use in housing construction. Building plans. And housing units completed under the "SHERA ... Build Better, Live Better"??
