Through a deep understanding of changing consumer behaviors, emphasizing convenience, diverse needs, and the expectation for quick responses from businesses, we have developed marketing strategies, brand creation, and product and service solutions for SCG Smartboard and SCG Roofing that truly address all problems and needs comprehensively.

Anchalee Chuanalikhit Deputy Head of Housing Products Business at Siam Fiber Cement Group and SCG Roofing in the cement and construction materials business, stated that over time, we have developed strategies and built the SCG Smartboard and Roofing brand using key strategies, including:

Customer-Centric Approach (Customer Centric) is one of the core elements of success in marketing and brand building, stemming from understanding consumer needs and the challenges they face.

“We prioritize our main customer groups, including homeowners and contractors, by studying the in-depth needs of each customer segment, especially the changing demands in the New Normal era due to the COVID-19 situation. We focus on listening to customer feedback from all channels, particularly through social listening on social media. We leverage our expertise and innovation to develop products and services (Service solutions) that address customer pain points,” she explained.

  • Developing Solutions

The summer in Thailand is getting hotter every year, and roofs are directly exposed to heat, affecting the temperature inside homes. Therefore, we developed the SCG Active AIRflow System, a ventilation system that dissipates heat under the roof to keep homes cooler.

Additionally, we have expanded this into solar roofing technology that helps manage energy within homes, achieving up to 60% energy savings. Users can monitor performance, energy consumption, and production through an application, and we introduced the new “Hybrid Solar System” that can store electricity for use both day and night.

In response to the COVID-19 situation and PM2.5, SCG developed the SCG Active AIR Quality system, which filters good air into homes while pushing out polluted air, ensuring clean and safe air free from PM2.5 dust, germs, bacteria, and viruses.

Moreover, we have developed the ARI Clinic and positive pressure sterile cabinets that integrate the ULTRA CLEAN WALL Solution, which is safe, easy to clean, and can be disinfected with alcohol, suitable for hospitals or segments requiring hygienic walls.

  • Innovative Product Development or HVA (High Value Added product and service)

              SCG places great importance on continuous development, especially for products suitable for Thailand's increasingly hot climate. We develop innovative products for cooler, more comfortable homes that help ventilate hot air and keep insects out with ready-made mesh, such as the SCG Smartboard ventilation-protection ceiling.

We have developed high-density smartboard products with higher sheet density to meet diverse working needs, including expanding opportunities into decorative products that cater to all design requirements.

For SCG Roofing, we have innovated roofing tiles by launching the CPAC Smooth Cool concrete roof tiles, featuring a smooth surface and small wave design, or “Century Wave,” which enhances the aesthetics of the roof while maintaining strength and durability, such as the SCG concrete roof model “Prestige X-Shield SLIM,” coated with a special X-Shield Technology formula that makes the color more vibrant and three times more durable than standard concrete roofs.

“Thus, HVA products represent a strength, creating differentiation and continuously meeting new demands for the SCG brand,” she added.

Personalized Marketing involves identifying needs and developing solutions that genuinely respond to consumer demands, enhancing SCG's brand value in the eyes of customers.

Regarding services that address customer issues, we provide product information, installation methods, and usage instructions for homeowners and contractors, such as:

SCG Solar Roof Solutions is a personalized solar roofing service tailored to each home's electricity consumption and characteristics. Engineers assess the roof and design the solar installation system considering the household's electricity usage for system efficiency and long-term value, with a 25-year warranty.

For contractors, a common issue is that the edges of the ceiling boards crack when shot. We have developed the SCG Smartboard by adjusting the formula to a super-molecule formula that improves the quality of the sheets, preventing edge cracking, making it easier and faster for contractors to work.

We also conduct promotional campaigns that reach individual contractors through digital marketing strategies tailored to the situation, allowing customers to access products and services according to their online information-seeking and purchasing behaviors.

Additionally, we consider maximizing resource utilization through the principles of Circular Economy or Green Choice, aiming to create more environmentally friendly products. We develop products that meet ESG criteria, which stands for Environment, Social, and Governance, a significant trend for future target groups concerned about the environment and society under the SCG Green Choice initiative. The SCG Smartboard and roofing products are certified for energy efficiency, reducing global warming, conserving natural resources, extending product lifespan, and promoting consumer health and hygiene.

              The strategies mentioned above have led to the success of SCG Smartboard and Roofing, providing customers with a positive brand experience, resulting in the Thailand’s Most Admired Brand 2022 award. Moving forward, we remain committed to innovation development, studying and understanding customer insights and journeys, and offering comprehensive services to effectively meet customer needs, enhancing quality of life (Passion for Better).