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Fujitsu aims to raise Thai market share

Feb 07. 2019
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By The Nation

Fujitsu, an air conditioner brand from Japan, has been positioning Thailand as its export base for 30 years and is set to launch four models to serve business markets.

Through a Bt65 million marketing budget, the company aims to build brand awareness through media, in-store campaigns and 300 dealers before stepping up to the next level by promoting its products via modern trade channels in 2020.

Takeshi Uchishiba, director of Fujitsu General in Thailand, said that Fujitsu has a market share in Europe, Oceania, West Asia, Africa, North America and East Asia. 

Takeshi said: “Being ranked among the top three leading air conditioner brands in Japan and as number one or two in the US, Australia and Europe, reflects on consumer recognition of Fujitsu’s product quality. For more than 30 years, Thailand has been a key export base for Fujitsu. In this year, the company is stepping up with a marketing approach to raise brand awareness in the Thai market. 

“During the past two years, Fujitsu has been conducting marketing activities through electrical appliance stores, real estate projects, as well as 300 dealers across the country. The company aims to increase the number of dealers to 400 by the end of and this year and promote our products through modern trade channels including leading department stores in Thailand in 2020,” said Takeshi.

Sinamet Im-aim, general manager of Fujitsu in Thailand, said the residential air conditioner market in Thailand was valued about Bt22 billion, with 1.5 million machines sold in 2018. Fujitsu occupied 2 per cent of the market share with a total market value of Bt450 million. By adjusting the new marketing strategy, Fujitsu expects to see a 30 per cent growth in revenue or a target of Bt600 million. 

To achieve our goal, the company allocates Bt65 million in marketing budgets for campaigns. 

Fujitsu produces air conditioners for residential and light commercial use. There are six series with 29 models capacity range from Bt9,000 to Bt54,000.

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