Sylvania seizes the auspicious occasion of its 30th anniversary to announce its aggressive return to the 20 billion baht light bulb and lighting equipment market after successfully restructuring its organization. The company has unveiled a comprehensive marketing plan targeting all product categories and distribution channels, along with a dedicated sales team to penetrate retail stores nationwide, aiming for a remarkable 20% growth in 2024.

Mr. Prapat Srithananurak, Deputy Country Manager of Sylvania (Thailand) Co., Ltd., discussed the company's readiness to re-enter the light bulb and lighting equipment market. He noted that Sylvania's marketing activities had been limited due to organizational restructuring and the COVID-19 pandemic. In 2023, the total market value for lighting products in Thailand was approximately 20 billion baht, with an average growth rate of 3-5%. This year, 2024, marks a special milestone as Sylvania celebrates its 30th anniversary in Thailand, providing an opportunity to fully reclaim market share across all product categories and distribution channels.

The new market push will highlight Sylvania's strengths that have earned it recognition among users, including its long-standing reliability and brand standards spanning over 120 years. Continuous adaptation and development have enabled Sylvania to offer a diverse range of products suitable for all types of applications, produced in its own factories in China and Europe. The company also boasts a team of experts available for product advice, system design, and problem-solving, ensuring that all products are developed with Sylvania's unique innovations and technologies, providing essential features such as brightness, energy efficiency, long lifespan, and enhanced usability through smart lighting technology.

Sylvania's main product categories are divided into three major groups: products for buildings and residences, products for project work and interior-exterior decoration, and specialized products such as museum lighting, showroom lighting, and smart poles. Additionally, the company offers related equipment such as switches, plugs, and electrical cabinets. In 2023, the largest sales segment remained project work.

Distribution channels are another crucial area where the company is strengthening its presence across all avenues, including modern trade, project work, and online channels. However, the key competitive advantage today lies in retail stores and electrical equipment outlets spread across the country. These stores maintain close relationships with end-users, effectively guiding and influencing purchasing decisions. In 2023, Sylvania began establishing sales teams to penetrate electrical equipment retail channels in every region. This initiative not only fosters strong relationships with retailers and broadens access to end-users but also provides valuable insights into retailers, users, competitors, and market trends. This data is analyzed to develop effective proactive marketing strategies for Sylvania, resulting in a remarkable 20% growth in total sales last year.

Thus, Sylvania's marketing plan for 2024 will intensify efforts in retail and electrical equipment outlets. The company has established 12 sales teams nationwide to collaborate with 300 existing stores, with plans for further expansion to accommodate growth and reach customers in various areas. Sales teams will work closely with retailers, gathering feedback, selecting suitable products for local markets, organizing product displays in stores, and conducting promotional activities. This close collaboration with retail partners is expected to drive an additional 20% increase in total sales in 2024.

As part of the special activities celebrating the 30th anniversary, Sylvania will not only host a thank-you event for partners, distributors, and retailers but will also introduce several new product lines, including switches, plugs, electrical cabinets, and indoor lighting products for hotels, restaurants, residential buildings, and shopping malls, as well as shop lighting and landscape lighting. Innovative products for special projects, such as sports field lighting and street lighting, will also be launched, along with community engagement activities with schools, temples, and local communities.

For those interested in more information about Sylvania products, additional details can be found at www.sylvania-lighting.com.