In an era where living outside poses numerous risks, from the COVID-19 virus to PM2.5 dust, people are increasingly seeking "happiness" in more personal dimensions. This is the philosophy of "COTTO," a leading Thai manufacturer and distributor of tiles, sanitary ware, and faucets, which views the home as an environment we can control. We can make our homes comfortable and safe from these threats.

According to data from "COTTO", customers in the upper-middle-income group (earning 30,000 baht and above) consistently express a desire to renovate their homes, particularly bathrooms, which are the first area most people want to improve. The market value for bathroom renovations exceeds 10 billion baht, accounting for 60% of the total renovation market value.

Mr. Anuwat Chalermchai, Head of Ceramic Business at SCG Cement-Building Materials stated that "COTTO" is a brand that continuously develops modern products to cater to new customer segments. The overall changes in the Thai and global economies significantly impact business operations, as evidenced by SCG's cement and building materials business performance in 2019, which reported sales revenue of 184.69 billion baht, a 1% increase from the previous year, driven by growth in retail and distribution sales, with a profit of 5.455 billion baht, up 3% from the prior year.

While consumer purchasing power has slowed, and buying decisions have become more deliberate, customers still want to research information, compare product features, and prices, requiring joint decision-making among household members. Data collection shows that a customer typically spends about 5-6 visits online and in showrooms before making a purchase decision.

Thus, "COTTO," one of Thailand's leading sanitary ware brands, must adjust its strategy to adapt to the ongoing changes and target two key customer segments:

  • Dream Catcher aged between 23 and 38: They enjoy expressing their individuality, love socializing with friends, but also appreciate time alone in their personal space, often communicating with friends through social media. They are health-conscious individuals who prioritize good health, especially time and freedom.
  • Committed Dreamer aged between 40 and 60: They prefer to take responsibility for their lives, enjoy socializing with friends and family, and prioritize planning for the future, focusing on convenience and safety.

By adjusting its product portfolio to develop flagship products or highlight items that distinctly represent the COTTO brand, the goal is for customers to easily recognize the brand upon hearing the product name. The flagship products are designed to facilitate home living and meet the lifestyle needs of today's consumers with a new definition of happiness under the concept "Fulfill Your Dream", which embodies a sense of fulfillment and simple happiness, providing comfort in personal spaces, transforming homes into Dream Spaces for relaxation from stress and recharging energy to pursue dreams in the days ahead. This is achieved through three main components:

  • Mood Lifting Environment: Transforming spaces for novelty and uniqueness through designs that reflect personal identity.
  • Pleasing Well-being: A delightful state of health from a clean, comfortable, and safe environment.
  • Lifetime Hassle Free: Peace of mind and worry-free living from quality products and comprehensive services that are user-friendly and environmentally friendly.

Within the concept of "Fulfill Your Dream", COTTO aims to enhance the value of its products, allowing customers to create an emotional connection with their usage. COTTO continues to innovate and develop other product designs to build a customer base with sustained purchasing power, focusing on customer trends to create products that meet practical needs, such as beautifully designed sanitary ware that accommodates the elderly.

For flagship products that COTTO is ready to present this year, focusing on hygiene, comfort, and safety for confidence every day, include:

  • Smart Sanitary Ware (Integrated Toilet) featuring the latest Verzo and Optimum models, redesigned for a seamless appearance and ergonomic design for comfort. It includes a self-cleaning nozzle, ensuring cleanliness, and is equipped with comprehensive smart functions, including a wireless remote control, with installation service and a 3-year warranty, a first in the industry, priced at 34,900 baht.
  • Touch Faucet for kitchens that allows hands-free operation, and Aqua Soap sensor faucet with automatic soap dispensing, eliminating concerns about dirt and germs on the faucet, enhancing hygiene.
  • X-Porcelain Tiles with an anti-slip surface for family safety, featuring special properties that are strong and durable.
  • LT Flooring, a flooring material using "Limber Technology" with a strong surface that is easy to maintain, convenient to use, quick to install, beautifully designed, and environmentally friendly, with models featuring shock absorption to reduce impact and absorb shocks in case of accidents, ideal for the elderly who require special safety considerations, along with installation services.

 

 

 

        For those interested in the products, they can be purchased at COTTO Life and COTTO Studio, offering comprehensive services from design to installation by expert craftsmen, with quality guarantees for long-term confidence. Products can also be purchased online at www.cottolife.com, making it easy, fast, and convenient.

 

Source: "COTTO"