Siam Cement renames Tra Chang line as SCG
Siam Cement Group has renamed its Tra Chang building materials line as SCG in a bid to materialise its competitive potential regionally and globally.
"Our stepped-up competition in the Asean regional league will be spearheaded by quality and innovation as the unique selling propositions of our building materials," Nithi Patarachoke, vice president of SCG Cement-Building Materials, said yesterday.
"The SCG brand is very well recognised for its innovation excellence, so this renaming will strengthen our brand of building materials, too," he said.
About Bt100 million will be spent on repackaging and communications including media at dealers’ showrooms, a new commercial |titled "Thumbs Up" and awareness-building through other media channels.
The renaming is a strategic move to make a strong market foray for the Thai brand of building materials into Asean as part of SCG’s vision to take the lead in this business domestically, regionally and globally.
As a flagship brand of SCG Cement-Building Materials, Tra Chang has been the trusted brand of Thais for more than 100 years.
The SCG brand has been sold in Indonesia, Vietnam, the Philippines, Cambodia and Myanmar for quite some time. Tra Chang was used only in Thailand and Laos.
The renaming will not hurt the domestic market, he said.
The company’s survey of homeowners, architects, builders and dealers on the renaming led to a key finding that 99 per cent of the respondents were aware that the two brands were the same, sharing the logo of a white elephant in a hexagon.
They saw this renaming to take innovation and technology to new heights.
Based on the survey results, the company is confident that consumers’ acceptance and trust in the product’s quality will remain strong under the SCG brand.
SCG is a strong, reputable brand in Thailand and abroad, especially for innovation and social responsibility.
The SCG brand will significantly increase the brand equity of products, particularly building materials of the former Tra Chang.
This renaming is also well timed for the commencement of the Asean Economic Community at the end of this year.
"It signifies a major change for greater competitiveness of our business both in the domestic and international markets. "As the sustainable leader of his industry in the Asean region, SCG will be the first to go from strength to strength in this respect," he said.
