Cera C-Cure turns focus to mass media

The campaign will be held until the end of this year at the cost of Bt50 million. The company aims to increase sales of its colour cement by 80 per cent over last year.
“We never stop developing good innovations. We are moving forward all the time to cater to every demand of our clients,” company president Suppapong Phetsuit said.
“In the last quarter of this year, |we will invest more than Bt50 |million in the campaign to support our Crocodile colour cement. The aim is to expand the target customers of our cement products |from owners of housing and property projects to individual homeowners. 
“We will focus on mass media, especially online, to raise aware-|ness among our target customers. We believe that major customers |will use online media as a signifi-cant tool in searching for brand |and product information before making a purchase decision.” 
He added that in the past, Cera C-Cure did not publicise its Crocodile colour cement to its target customers via mass media. 
Therefore, the company could not cash in on the outstanding qualities of the product in comparison with premium paints available in the market. 
Those qualities are beauty with natural emotion and the perfect bonding between colour and cement.
He said about 40 different shades were available.
He said the primary customers of Crocodile colour cement were those who were looking for something different from ordinary painted materials. Meanwhile, secondary clients of its colour cement are people who are looking for particular designs and patterns, such as loft style.
“The demand for colour-cement products is increasing as individual consumers are trying to find new materials to replace the old ones for their homes,” Suppapong said. “However, they prefer materials that have good quality, are beautiful and outstanding, and with appropriate prices. 
“We have seen tremendous potential for colour-cement products, thanks to large size of the local paint market. 
“We are confident that the big launch campaign will boost the sales of Crocodile colour cement by 80 per cent in the fourth quarter of this year compared with the same quarter last year.” 
He added that the overall market for construction materials had slowed in the first three quarters of this year.
“The market, however, will usually rebound in the fourth quarter of every year as it is the selling season of the construction-material industry. Major brands will be more proactive in launching attractive marketing and promotional activities. 
“At Cera C-Cure, we were slightly above the market average in the first three quarters of this year, and with continuous marketing campaigns, we expect our revenue for the whole year to increase by 15 per cent compared with last year.”