“SCG <\/span>operates its business with a customer-centric approach in product and solution development, focusing on innovations aimed at enhancing the quality of life and living standards of consumers,” <\/strong><\/p>

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Ms. Anchalee Chuanalikhit, Deputy Head of Housing Product Business at Siam Fiber Cement Group Co., Ltd. and SCG Roofing Co., Ltd.<\/span><\/strong> in the cement and construction materials business, opened the discussion on the strategic approach of the brand “SCG Smartboard and Roofing” <\/em>that is committed to developing products and solutions for better quality of life and living standards, or Smart Living Solution Provider, which has impressed consumers nationwide and confidently voted to receive the Marketeer No.1 Brand Thailand 2021-2022 awards in two categories: fiber cement board products and roofing tiles products,<\/strong> reinforcing the brand's strength.<\/p>

Adhering to the principle of <\/strong>Customer Centric, focusing on Customer Pain Points and Insights<\/strong><\/span><\/p>

The core principle in innovating various products and marketing strategies, Ms. Anchalee stated that SCG continues to adhere to the principle of “Customer Centric” by identifying customer Pain Points and Insights to understand their needs, as well as studying market trends to develop new products and solutions that meet the demands of all customer segments.<\/p>

“The key factor that instills customer confidence in SCG Smartboard and SCG Roofing tiles comes from our business approach that places customers at the core of product and solution development. We prioritize all customer groups, listening to their Pain Points and needs, and using those insights as a basis to create new products and solutions. When we identify various Pain Points, it also represents opportunities for us,”<\/em><\/span><\/p>

Another crucial point is adapting to the rapidly changing trends and behaviors of consumers, especially with the emergence of new lifestyles and the full transition into the digital age.<\/p>

“Everyone has changed their behavior and fully entered the digital age. Therefore, the construction business must adapt to focus on <\/em>full-scale Digital Marketing through Omni Channel and Personalized Marketing, conducting marketing campaigns and promotions both online and offline that reach target groups in each segment, including homeowners, contractors, and designers. We also design the Customer Journey for each target group online to align with the diverse preferences of customers, enabling them to access products and services and purchase items on our online platforms. We have developed various online aspects with modern technology, both independently and in collaboration with leading partners, to enhance the online shopping experience, providing the best experience and convenience for all consumers,”<\/em><\/p>

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Branding Strategies to Maintain Leadership<\/strong> 1<\/strong><\/span><\/p>

When it comes to building a brand that grows and remains in customers' hearts sustainably, a good and suitable strategy for the products and target consumer groups is essential to meet everyone's needs under three main topics:<\/p>

  1. Developing products and solutions in terms of functionality and aesthetics<\/strong><\/li> <\/ol>

    When asked what the key success factors are that have made the SCG brand beloved by consumers in both the smartboard and roofing tile segments, Ms. Anchalee stated, “It actually comes from various factors, but the key lies in creating innovative products, services, and solutions that are not just construction materials but innovations aimed at improving the quality of life and living standards of consumers. SCG strives to identify obstacles in consumers' lives as a foundation and develop products and solutions that perfectly meet lifestyle needs,”<\/em> leading to three main topics.<\/p>

    These are the core principles for creating innovative products and solutions that “provide comfort, promote health, and save energy”<\/strong><\/p>

    • Heat dissipation aids,<\/strong> such as SCG Smartboard ceiling models, ventilation-protection, Active AIRflow System<\/li>
    • Promoting good hygiene<\/strong> with innovations like ULTRA CLEAN WALL, SCG Active AIR Quality, and pest control systems<\/li>
    • Reducing energy costs<\/strong> with SCG Solar Roof Solutions<\/li>
    • Enhancing the aesthetics of living spaces<\/strong> with SCG decorative wall or fence models, Prestige X-Shield SLIM roofing tiles, Smooth Cool, and DeGar by SCG<\/li> <\/ul>

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      1. Focusing on O2O marketing<\/strong> because even though consumer behavior is increasingly online and digital, our products are construction materials, which consumers still want to see and touch in person. Creating an O2O experience remains a crucial aspect that we continue to emphasize.<\/li>
      2. Implementing the <\/strong>Circular Economy or SCG Green Choice campaign to reach target groups and consumers who are environmentally and socially conscious, helping to utilize resources efficiently, reduce costs, and maximize benefits. This not only meets the needs of target groups but also contributes to making the world a better place through sustainable business practices.<\/li> <\/ol>

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        Committed to doing better, addressing customer needs in every dimension<\/strong><\/span><\/p>

        In the future, SCG will continue to operate under the Customer Centric concept to continuously deliver the best products, services, and experiences to customers.<\/p>

        “SCG would like to thank all customers for their trust and confidence in SCG Smartboard and SCG Roofing products. We will continue to strive to use our expertise and modern innovations to develop products and services continuously, providing the best experience for customers, and we will conduct our business responsibly towards society, communities, and the environment for a better quality of life, in line with our slogan “SCG Passion for Better,”” Ms. Anchalee concluded.<\/em><\/p>