Nippon Paint <\/span><\/strong>is seizing the momentum of its growing brand, experiencing a significant leap in growth and positive customer feedback. The company is launching a major marketing push, the largest in a decade, to build on its strategy announced earlier this year to become the number one leader in the paint and coating industry in Thailand by 2026. It aims to penetrate the building paint market by targeting B2B, B2C, and B2G customer segments, with a strong focus on increasing awareness in the B2C segment. The company is prioritizing a Customer Centric approach as the core of its business, developing products that directly address customer problems, and investing heavily in creating the advertising campaign 'Inspired by You: Colors Designed for You', which breaks the mold of traditional paint advertising focused on functionality, aiming to create brand recognition that sets it apart from other paint brands. Continuous and comprehensive 360-degree marketing communication campaigns will follow.

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Mr. Watchara Siririthichai, General Manager of Nippon Paint Decorative Coating (Thailand) Co., Ltd.<\/strong><\/span> , the leading paint manufacturer in Thailand and the fourth largest in the world from Japan, revealed that Nippon Paint's business this year faces both positive factors and challenges, particularly from the slowdown in the real estate sector, which impacts the building paint business. Nippon Paint is therefore looking for new opportunities to compensate and ensure continuous growth to achieve two key goals: to generate sales of 11 billion baht in 2024, marking the highest sales in the company's 57-year history, and to become the number one leader in the paint and coating industry in Thailand with sales exceeding 15 billion baht by 2026.

“Our sales target this year is to grow by 20% compared to last year, while the overall market is only growing by 5%. Therefore, relying solely on organic growth will not be sufficient. We will implement internal organizational changes, guided by the vision 'Inspired by You', following the principle of 'Think Global, Act Local', focusing on three key areas: Customer Centric, which emphasizes understanding the needs of all customer groups; Customized Solutions, which involves developing products and solutions that address customer needs; and Concrete Innovation, ensuring that quality and standards are backed by tangible test results. From now on, all our processes will operate under the vision 'Inspired by You', including product development, services, logistics, marketing, brand building, and customer communication,” Mr. Watchara stated.

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Mr. Watchara further mentioned that this year will see two major changes at Nippon Paint: the development of products aimed at solving problems for each customer group and the expansion into the building paint market by increasing its B2C customer base, which has previously focused primarily on B2B and B2G.

This year's product development highlights include the creation of specialty paints, which the brand is confident will stand out and help reduce work processes for contractors and construction companies, addressing issues such as labor shortages, lowering labor costs, and reducing reliance on skilled labor. This is part of Nippon Paint's mission to elevate the construction industry. Additionally, there will be developments in decorative paints or Special Effect Paints to lower prices while maintaining effectiveness and aesthetics, such as texture paints and pattern paints, making them more accessible to project owners. The company will also develop paints targeting specific segments within B2B and DIY paints for B2C to simplify the painting process.

Moreover, Nippon Paint will enhance its exterior paint 'Nippon Paint Weatherbond' for greater durability. Currently, Nippon Paint Weatherbond is classified as an ultra-premium grade paint using Weatherbond technology from Japan, which strengthens and prolongs the durability of the paint film for over 15 years. There will also be improvements to the interior health paint 'Nippon Paint AirCare', which is currently an ultra-premium health paint with a high standard, being the only paint in Thailand to receive GREENGUARD GOLD CERTIFICATION, the highest global standard from UL in the USA, confirming its safety from harmful volatile substances and being a zero VOC paint that is safe for health, odorless, and ready to use immediately after application.

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For expanding the building paint market into the B2C segment, Nippon Paint will employ a Pull Marketing strategy to attract customer interest. A key tool this year will be the marketing campaign under the concept 'Inspired by You: Colors Designed for You', which will include advertisements and media that comprehensively reach the target audience in a 360-degree approach. Nippon Paint aims to rise to the second position in building paint products in consumers' minds (Top of Mind), up from its current third position.

“Although building paints have been affected by the slowdown in the real estate sector, they represent a market value of 50% of the overall paint market, which is valued at 60 billion baht. If the expansion into the B2C customer segment is as successful as it has been in the B2B and B2G segments, it will certainly help achieve the sales target of 11 billion baht set for this year and will serve as a crucial foundation for achieving the goal of becoming number one in the paint and coating industry within three years. Additionally, we have other strengths that will drive our goals, including our strong presence in the automotive paint market, consumer confidence in the quality of Japanese products, and the integration of three business segments: building paints, automotive paints, and industrial paints, which will facilitate technology exchange to develop the best products for each customer group,” Mr. Watchara concluded.

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Meanwhile, Mr. Narongrit Malainuan, Marketing Director of Nippon Paint Decorative Coating (Thailand) Co., Ltd.<\/strong><\/span> added that the 'Inspired by You: Colors Designed for You' advertising campaign will be a crucial tool for expanding into the B2C customer segment. This advertising campaign comes with a new brand tagline 'Colors Designed for You', with the largest budget allocated in the last 10-15 years to communicate with the primary target audience, which includes Gen X, Y, and expanding to Gen Z, emphasizing that Nippon Paint understands the diverse needs of color usage. The belief is that the diversity of individuals, when combined, creates and complements each other, just as the diversity of colors, when combined, generates positive energy that benefits the mind, reflects individuality, and personality. Nippon Paint is ready to meet every need and every color that will beautify the world.

“The 'Inspired by You: Colors Designed for You' campaign is a modernization of Nippon Paint's image, conveying that we are a paint brand that understands every individual's differences and supports those differences. This represents a departure from traditional paint product advertising that focuses on functionality and paint properties. We do not want to emphasize those points or just highlight our expertise; instead, we want to convey that in addition to our expertise, we also apply that expertise to meet customer needs and solve their problems. We hope this campaign will help customers remember Nippon Paint as a high-quality paint brand that stands out from others,” Mr. Narongrit stated.