Seacon's Major Rebranding: Accelerating Strategies for the Home Building Market in 2020

Feb 27, 2020 | view 4,737

Seacon Co., Ltd., the first home construction company in Thailand with a reputation and nearly six decades of experience, has revealed its marketing direction and strategies for 2020, alongside announcing the rebranding of "Seacon" to modernize its image and celebrate its 60th anniversary. The new logo concept of Seacon highlights its strengths in developing high-quality structural beams and columns under Seacon standards. The company is also adjusting its strategy to expand its customer base to include the elderly, younger generations, and environmentally conscious individuals through integrated marketing strategies and diverse marketing activities.

In 2019, the overall home construction market was valued at 12.5 billion baht, growing approximately 5% from the previous year's market value of 12 billion baht. Seacon's performance has met its growth targets, with total sales in 2019 exceeding 1,480,000,000 baht, a 14% increase, and currently holding a 12% market share from 2018. The majority of Seacon's customers are those building homes priced between 3 to 6 million baht, followed by those in the 10 million baht and above category, and those in the 6-10 million baht range. Data from 2015 to 2019 indicates that 78% of customers built homes with cash, while 22% used loans. In 2019 alone, 67% of customers built homes with cash, and 33% used loans.

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Mr. Manu Trakulwatanakit, Managing Director of Seacon Co., Ltd., stated, "This year, we foresee a slight growth in the home construction business, around 5%, or remaining stable at the same level, due to the sluggish economic conditions. For this year, Seacon will continue to implement an Integrated Marketing strategy that equally emphasizes both offline and online marketing. Offline, we focus on creating real experiences for customers through booths at various events such as the Home Construction Expo, Home Construction Focus, Home and Garden events, architect exhibitions, and booths in shopping malls and community malls, as well as organizing factory visit activities.

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Online, we are placing greater emphasis on content marketing across social media and our website, as well as providing customer service through chat systems on both FB Messenger and Line@.

Additionally, to make it easier for customers to remember, Seacon has launched a four-digit phone number, "1391," becoming the first home construction company to do so. We are also in the process of building more model homes at the Seacon Ngamwongwan Center, which will serve as a new sales office, expected to be ready by the end of the year. Last year, we opened our first model home at the Seacon Srinakarin Center, which attracted significant interest from customers as they could see real materials and actual home decoration styles, making it easier for them to make decisions.

"Furthermore, to give back to our valued customers and celebrate Seacon's 60th anniversary, we are launching the SEACON Privileges program to offer various benefits to all members of the Seacon family, such as special discounts from Modernform, exclusive kitchen sets from GrandHome, significant discounts on Coway water filters and air purifiers, exclusive offers from SB Furniture, special pricing on Daikin air conditioners, discounts from iCurtain, additional discounts from Boonthavorn branches in Ratchada and Kaset-Nawamin, discounts on DOS products, discounts from Corner Selected Cuisine restaurants, and discounts on Electrolux products, representing exclusive privileges for... you, our special customer."

In addition to Seacon's excellence in service, offering a variety of house designs and providing advice and consultation from planning to completion, as well as guaranteeing the quality of structures and clearly defined construction timelines, Seacon also recognizes the importance of developing local economies through local products and harnessing community wisdom to create quality products for the Thai people. Last year, we supported community products from four communities in the northern and northeastern regions, including 9 auspicious rice from the Ban Sai community in Wiang sub-district, Chiang Kham district, Phayao province; wild honey from the Chaiyaphum Thong community in Nikom Phatthana sub-district, Mueang district, Lampang province; Lanna rice soap from the Paen Tai community in Jae Hom district, Lampang province; and cotton fabric from the weaving community in Ban Kham Phra, Huai Tha Phan district, Amnat Charoen province. Seacon is proud to be part of supporting these communities in enhancing their skills and helping to create stability for the families of Thai people in rural areas.

Seacon offers over 200 house designs that align with consumer lifestyles, with construction prices starting from 2 to 35 million baht, catering to the needs of target groups. Currently, Seacon has four sales offices: Bangkae Center, Ram Inthra Center, Chaeng Watthana Center, and Srinakarin Center, and is preparing to open a new model home within the showroom at Ngamwongwan Center by the end of this year.

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