Pruksa turns to digital marketing in drive for value added products

“We believed that Pruksa 4.0 will drive our business model to serve our customers’ demand and will drive our sales to achieve Bt100 billion in 2021,” Piya Prayong, chief executive officer, told a press conference yesterday.
The residential developer targets its high value-added products to increase from 20 per cent of its portfolio this year to 50 per cent in five years. Under this goal, it will concentrate on green and innovative residences.
The company has set its marketing budget at Bt520 million. It will collaborate with online applications such as Line to offer home services such as laundry, car care and gardening.
It is also engineering its construction process to develop high-quality residences.
By using precast construction methods, it can reduce the time to build condominiums, townhouses and single-family homes.
The company has precast production capacity of 5.5 million square metres a year, on investment of Bt4.4 billion. This now accounts for about 70 per cent of total production capacity a year. That is enough to support its business expansion, Pruksa said. 
The company has set a revenue goal of Bt50.2 billion this year. In the first quarter, the company’s presales rose 14 per cent to Bt13 billion from the same quarter last year. It launched 11 projects worth Bt10 billion in the quarter.
It hopes to hit presales of Bt15 billion this quarter by launching 17 projects worth Bt17 billion. They form part of its business plan to roll out 72 projects worth Bt60 billion this year. 
“We believe our presales will achieve the target of Bt52 billion this year thanks to strong demand in the market, which showed growth of 14 per cent in the first quarter compared with the same period of last year,” Pruksa said.