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[April 2002]
Cotto Takes Lead in Thai Sanitaryware Market; Sales Increase by 20% in 2001
Cotto has taken the lead in the Thai sanitaryware market, according to the company, with sales of 1.7 billion baht in 2001, up 20% on the previous year. Strong demand came from the domestic market and the successful promotional activities offering sanitaryware sets at special discount prices. The company claims that today it has retained leadership position with a lion's share of 38%.The company plans an aggressive move in 2002, highlighting the Grand Dazzle Series, described as "an aesthetic, trendy range with a focus on water-saving features". It has set a target for sales revenue of 2 billion baht, a 15% increase on 2001. This is in response to the increasing demand in the new house and replacement markets, which are themselves expected to grow by 15% during 2002.
Nibondh Theeranartsin, Managing Director of Siam Sanitaryware Industry Co Ltd, Ceramics Business of Siam Cement Group, which is the supplier of Cotto and Toto sanitaryware, said the prolonged economic crisis had prompted the company to redefine its market strategy. As part of the efforts, the company is dedicated to designing and developing high quality products with focus on aesthetic, trendy designs.
He added that Siam Sanitaryware Industry will be the first manufacturer in Thailand to introduce a one-piece toilet with a 3/6 litre dual-flush cistern. The company also plans to convert all its toilet models into 6-litre water-saving toilets.
In 2001, the company's exports accounted for 45% of total sales revenues, up 10% from the previous year. This was attributed to the growth in the company's existing markets in the USA, Australia, ASEAN, Africa and Eastern Europe. For this year, the company says it will continue to push exports, targetting a 20% increase or 45% of total sales.
To achieve the goal, the company is placing its emphasis on enhancing the product design and function to better address the needs of the customers in each country as well as beefing up promotional efforts. "We also take aim at expanding markets in the US and Japan in a bid to boost exports," said Mr Nibondh.
ENDS