With a deep understanding of changing consumer behaviors that emphasize convenience, diverse needs, and the expectation for quick responses from businesses, SCG has developed marketing strategies, brand building, and product and service solutions for its Smart Board and Roofing product lines that truly address all problems and needs comprehensively.

Ms. Anchalee Chuanalikhit, Deputy Head of Housing Products Business at Siam Fiber Cement Group Co., Ltd. and SCG Roofing Co., Ltd., in the cement and construction materials business, stated that over the years, they have developed strategies and built the SCG Smart Board and Roofing brand using three key strategies:

Customer-Centric Approach – One of the core elements of success in marketing and brand building comes from understanding consumer needs and the challenges they face.

“We prioritize our main customer groups, including homeowners and contractors, by conducting in-depth studies of each group's needs, especially the changing demands in the New Normal era due to the COVID-19 situation. We emphasize listening to customer feedback through all channels, particularly social listening on social media. We will leverage our expertise and innovation to develop products and services 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, this has evolved 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, along with the new “Hybrid Solar System” technology that stores 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 clean air into homes while pushing out polluted air, ensuring clean and safe air free from PM2.5 dust, pathogens, bacteria, and viruses.

Moreover, we have developed the ARI Clinic and positive pressure sterile cabinets, integrating the ULTRA CLEAN WALL Solution innovation, which is safe and easy to clean, allowing for disinfection with alcohol. This can be utilized in hospitals or for customers requiring hygienic wall solutions.

  • 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 have developed innovative products for comfortable, cool homes that help ventilate hot air and keep insects out, such as the SCG Smart Board ventilation-protection ceiling.

We have developed high-density Smart Board products with increased sheet density, catering to a wider range of applications, including expanding opportunities in decorative materials that meet all design needs.

For roofing, SCG has innovated concrete roof tiles, launching the CPAC Smooth Cool, featuring a smooth surface and small wave design or “Centurion Wave,” which adds dimension to the roof while maintaining a modern look. The technology allows for a slimmer roof that is still strong and durable, like the SCG concrete roof model “Prestige X-Shield SLIM”, coated with special X-Shield Technology that enhances color durability three times more than standard concrete roofs. “Thus, HVA products are a strength that differentiates and continuously meets new demands for the SCG brand,” she added.

Personalized Marketing – Identifying needs and developing solutions that genuinely respond to consumer demands enhances SCG's brand value in the eyes of customers.

In terms of services that address customer issues, we provide product information, installation methods, and usage guidance for homeowners and contractors, such as:

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

For contractors, a common issue is that the edges of the ceiling boards crack during installation. We have developed the SCG Smart Board with a new super-molecule formula that enhances the quality of the sheets, preventing edge cracking and making it easier and faster for contractors to work.

We also run promotional campaigns that reach individual contractors through digital marketing strategies tailored to the current situation, allowing customers to access products and services based on their online research and purchasing behaviors.

Furthermore, we consider maximizing resource efficiency through the principles of Circular Economy or Green Choice, aiming to create more eco-friendly products. We develop products that align with ESG – Environment, Social, and Governance – which is an important trend for future target groups that prioritize environmental and social considerations under SCG Green Choice. The SCG Smart Board and Roofing products are certified for energy efficiency, reducing global warming, conserving natural resources, extending product lifespan, and promoting consumer health and hygiene. These strategies have led to the success of SCG Smart Board and Roofing, providing customers with a positive brand experience, culminating 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).