Stiebel Eltron targets 5% sales growth despite sluggish market
STIEBEL ELTRON, a German maker of water heaters, water filters and hand dryers with production facilities in Thailand, expects to see 5-per-cent growth in Thai and foreign sales from Bt1 billion last year from 300,000 units sold, while the industry appear
“Despite experiencing intense competition, we aim to keep our share of 25 per cent as the leader of the Bt2-billion domestic market with 600,000 units sold,” managing director Roland Hoehn said yesterday.
Under this year’s strategy, more models will be rolled out, including two new water heaters – the XG Limited Gold Edition and the DX H2OT – and a new water-filter line-up under the Nature brand.
Besides retaining its upper-class customer base, the company will target the mass market with the DX H2OT heater in a fresh range of colours – green, orange, yellow and blue – and at an affordable price of Bt2,990.
About Bt100 million has been earmarked for promoting those new products and organising market activities for them this year. Panlob Chieochanwittayawer, director of sales and marketing, said that to increase sales, his team would focus on a customisation strategy with all dealers.
To reach more target consumers in the digital market, the company is also expanding its online communications via various channels such as Facebook, YouTube, Line and the company’s website as well as its e-commerce partners such as Lazada, shopat7.com, CentralOnlineShopping, WeMall and TrueMart. For future growth, the company has worked with leading developers like Pruksa Real Estate, Land and Houses and Property Perfect to introduce a system that allows new homes to run on renewable energy.
It includes advanced heat pumps and ventilation, but it is suited for housing projects.
Established in 1924, Stiebel Eltron has its Asian head office and production site in Ayutthaya.
Two years ago, it expanded its production capacity by acquiring a new plant near its first production site.
