Brother banking on '4C' to achieve 18% Thai growth

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.

Care-service excellence
Worrasak Praditkul, general manager for customer service, said the company would also leverage its quality of service by providing e-learning for technical training and soft-skill training for technical support, resulting in care-service excellence to support the market and customers. Brother Commercial (Thailand) has 139 authorised service centres across the country.
Tomoyuki Fujimoto, managing director of the Thai unit, said year-on-year growth of 10 per cent was generated in the company’s 2014 fiscal year, which ended on March 31.
It hopes to achieve revenue growth of 18 per cent in the current fiscal year, he said.
Teerawut added that around 90 per cent of the business’ revenue came from the printer market, with 65 per cent of overall income accounted for by Greater Bangkok. The company plans to increase revenue from the upcountry market to around 40 per cent.
Fujimoto said: “We can see the potential of every department in terms of steadily pushing the business towards growth.
The overall picture for Brother worldwide, from April to December 2014, was one of satisfactory growth at 15.4 per cent compared with the same period the previous year.”