SAMPs Builder is a home construction company focused on building homes and various types of buildings to international standards. They have launched a new brand, 'CROWN', to enter the home construction market, aiming to elevate their parent company and affiliated businesses to become one of Thailand's leading home builders. Leveraging their strengths in designing homes that cater to residents' lifestyles, they plan to build their brand through both online and offline channels to reach customers looking to build homes priced at 3 million baht and above. Additionally, they are preparing to develop an application specifically for CROWN customers to enhance convenience, with a booking target of 500 million baht and a contract target of 375 million baht this year.

     

        Mr. Phisit Chiaraphirom, Managing Director of SAMPs Icon Thailand revealed that statistics from the Home Builders Association predict that the overall home construction market in 2020 will be valued at approximately 13,000 - 13,500 million baht, an increase of about 5 - 7% from the previous year. Homes priced between 3 - 10 million baht continue to lead the market in Bangkok and its vicinity, while expansion is occurring in major provinces such as Ayutthaya, Ubon Ratchathani, and Prachuap Khiri Khan. At the same time, CROWN conducted a consumer behavior survey, finding that customers typically use savings or cash for home construction, averaging around 65%, while the remaining 35% seek loans from banks or financial institutions. The survey also indicated that homes priced between 3 - 5 million baht are the budget range most customers allocate for residential construction.

 

        Therefore, SAMPs Builder, under SAMPs Icon Thailand, which focuses on building homes and various types of buildings to international standards, has a customer base that typically builds homes priced between 1 million to 2.5 million baht. However, there is a growing demand for larger and more luxurious homes. The company plans to expand its customer base to accommodate this demand, targeting medium to large segments by launching a subsidiary home construction company under the name 'CROWN' to meet customer needs. They believe that the home construction business will continue to grow despite the global economic crisis and fluctuations in the Thai economy. A clear opportunity for the home construction business is the expansion of investment in transportation infrastructure (Orange, Pink, Yellow lines), while rising labor costs pose challenges for operations. The company finds that custom-built homes meet customer needs in terms of lifestyle, design, and material selection. The advantage of choosing a reliable and experienced home construction company is the continuity of construction, reducing the risk of abandoned projects, and the convenience of coordinating with government agencies.

 

        Mr. Tharapol Surasrang, Sales Director stated that CROWN uses the slogan 'Build for The Future' to build upon the original concept of SAMPs, aiming to elevate SAMPS Icon Thailand to become one of Thailand's leading home construction companies. For CROWN's operational plan, they employ three main strategies to market and reach customers: 1) Building brand credibility, with CROWN having SAMPS as a guarantee of construction experience and expertise; 2) Quality of work, with distinctive house designs that architects can modify according to customer needs within three working days; and 3) After-sales service. CROWN has developed an application specifically for its customers, offering services such as real-time construction progress tracking, installment payment processing, work phase verification, and requests for permanent electricity and water meters, as well as house numbering.

 

 

        Currently, CROWN has three home construction centers located in On Nut, Kalapapruek, and Chonburi. In the future, within this year, the company plans to expand by adding 1-2 more branches, which are currently under study to support the growth of the home construction business, especially in major provinces. The overall investment budget set for this year is approximately 20 million baht, with about 50% allocated for marketing and 50% for advertising and public relations through both online and offline communication channels. The company aims for CROWN to achieve booking targets of approximately 500 million baht and contract targets of about 375 million baht.

 

"We aim for 'CROWN' to become a leading company in the home construction business by integrating online and offline strategies to meet customer needs across all segments. With our experience in home construction through SAMPS over the past 10 years, we have continuously engaged with customers, allowing us to understand their needs well. Our original concept at SAMPs is 'Building Homes According to Your Ideas,' which we are now extending with the new concept of 'CROWN' that states 'Built For The Future.' Combining these two concepts, we are confident that we can design homes that meet customer demands in styles that are relevant today and timeless in the future, ensuring the strength and quality of homes that will last for our customers, along with the innovative application services we provide, earning the trust of our customer base."