Toshiba Thailand unveils its proactive plan for Year 2022 as it pursues double-digit growth on a continued basis and aims to be No. 1 refrigerator brand. Launching 50 new product models this year, it focuses on mid- to-high-end market. The firm also aims to give a fresher, more modern image to its brand.
Mr. Hiroyuki Takase, senior director of Toshiba Thailand Company Limited, says, "Thailand's electrical-appliance market was worth Bt80 billion in 2021. Its growth rate did not increase because of prolonged COVID-19 situation, which dampened consumption, and various other factors such as weather conditions that were different from forecast, stagnant economy, and soaring living expenses".
Despite such situation, Toshiba Thailand successfully fulfilled its business targets. Its business grew by 17 per cent, exceeding the industry's growth rate. By product category, its major-appliance segment grew by 18 per cent while its small-appliance segment jumped by 15 per cent. As for distribution, both its online and offline channels enjoyed sales growth. However, growth rate was higher at online channels.
As for long-term goals, Toshiba Thailand aims to be a Top 3 brand in Thailand in terms of sales and to be the No. 1 Japanese electrical-appliance brand in the country. As for short-term goals, it sets its sight of maintaining the double-digit growth rate in 2022 and becoming No. 1 refrigerator brand. Aside, Toshiba Thailand intends to give its brand a more modern and more credible image so that it can appeal to both the young generation and the older generation.
Toshiba Thailand's 2022 marketing strategy focuses on 1) Increasing product models in the market with attention to detail to achieve a greater diversity in product lineup and caringly offer more alternatives to consumers; 2) Stepping up digital marketing in response to growing digital trends; and 3) Efficiently managing warehouses that play a critical role in delivering
As for new products, Toshiba Thailand will launch 50 new product models in 2022. Of them, 13 are refrigerator models, 11 are washing machine models, while 26 others are small appliances such as microwave ovens, electric rice cookers, air purifiers, and vacuum cleaners. These product launches give a stronger emphasis on mid to high-end products and IoT devices. Digital Marketing will also be a highlight because it has grown popular across the world, especially in Thailand. During the past two years, COVID-19 situation has significantly expedited the awareness of and access to digital distribution / e-commerce channels. This year, Toshiba Thailand therefore has decided to spend more on digital marketing. Digital-marketing percentage will rise from 16 to 22 per cent when it comes to marketing budget. Toshiba Thailand's website will be updated, with a modern image, comprehensive information and greater ease of use. Toshiba Thailand, moreover, will accord importance to the creation of content and product reviews and making them easily accessible to consumers via social media and online platforms. Also, Toshiba Thailand will focus on developing fan bases through activities conducted through its Facebook, Instagram, Line, YouTube, and TikTok accounts. Regarding warehouse management, Toshiba Thailand has prepared its warehouses well for its growing businesses. Its warehouse has now relocated to a bigger location. Now, its warehouse spans over 24 rai of land - two times bigger than its original location. Its warehouse space has also risen by 75 per cent since the relocation. New Japanese technologies have also been integrated into warehouse management system, paving way for Toshiba Thailand to achieve greater warehouse management in terms of space management and storage.
Ms. Thunpapat Ariyavoravadh, marketing director of Toshiba Thailand Company Limited, says about today's product launches that Toshiba Thailand has now given a stronger emphasis on mid to high-end products. Boasting luxury designs, these devices also complete with various special features that offer an all-in-one solution to consumers' pain points. Importantly, these appliances have curbed expenses in customers' household too. Launched today are a small double-doors refrigerator that offers a drinking-water dispenser through its door; a vacuum cleaner with smart sensor system; a hot/cold water dispenser with UV sterilization; a front-load dual-drum washing machine with each drum for different function; and a compact air purifier with 0.3-micron filter.
Refrigerator GR-RT325WE-PMT(06) is a double-doors appliance with 8.8-cubic-feet capacity. Its luxury and functional design offers features that remove all of consumers' paint points. Its drinking-water dispenser extends out of its door, giving all users the convenience of getting cold water without the need to open the door. This feature not only saves users' time, but it also saves energy. Thanks to Toshiba's attention to detail, this refrigerator boasts such practical feature. A survey shows people open their refrigerator so often each day - most of the time for drinking water. People in hot countries such as Thailand normally drink cold water. But frequently opening refrigerator means much more than wasting electricity. Whenever refrigerator door opens, cold air escapes. The freshness of foods inside therefore will drop. Refrigerator door seal also deteriorates faster, in the face of frequent opening and closing. When users frequently open and close their refrigerators, the appliances risk sustaining scratches too. Toshiba therefore has decided to install a small water dispenser in its small refrigerator because the majority of consumers have used a fridge in a small size. Most other brands have reserved such feature for large refrigerators only. Toshiba's Refrigerator GR-RT325WE-PMT(06), aside, boasts Origin Inverter. This technology means inverter fan functions completely in sync with cooling system, thus raising cooling efficiency and saving energy by 17 per cent. Gone are problems about energy inefficiency and inadequate cooling that may spoil the food faster than expected. In addition, this refrigerator model comes complete with odor-removing Pure BIO. ions Ag+ are also released within the device to suppress germs, making foods fresh and the interior clean. Toshiba's Refrigerator GR-RT325WE-PMT(06) is in Morandi Grey color, which is anti-scratch through 10-layer coating.
Wireless Vacuum Cleaner VC-CL3000X is designed for the lifestyles of the new generation, who looks for convenience and mobility. New-gen consumers, after all, naturally do not want to bother about electric sockets as they clean spots inaccessible to cleaning robots. Toshiba's Wireless Vacuum Cleaner VC-CL3000X has the rated power of 300W. Its 2500 mAh battery, after being fully charged, can work non-stop for up to 60 minutes. Thanks to ergonomic design, its handle is lightweight and allows easy grip. Its flexible brush can rotate 180?, thus efficient in reaching out to any corner or crevice. This device comes complete with four heads to clean different types of surfaces: hard surface; carpet; beds/sofa; tables or curtains. Its suction head, moreover, is equipped with a dust sensor. If the amount of dust is huge, the device will rev up automatically. It also slows down automatically when the dust amount is not small. Whenever the suction head is raised high from the floor, the device stops automatically for safety purpose. Cyclone Mix technology means waste is compressed inside the device. Compressed dust lumps will not spread around when removed from the device for disposal. In addition, the 10-Cyclone system completely separates waste by its size, thus reducing blockage and improving suction efficiency. Brushes, filters and dust cups of this vacuum-cleaner model are easy to remove and clean.
Hot / Cold Water Dispenser RWF-W2035UVBTH promises to upgrade the quality of water drinking in daily life, as it boasts fine water filters and UV sterilization. While many people think drinking water supplied to water dispenser is clean enough, Toshiba makes sure it is really safe by installing fine 0.5-micon filters that can trap tiny particles. For extra confidence, the device has UV LED system that removes bacteria and germs for every cup of drinking water. In addition to its emphasis on water quality, this water-dispenser model delivers convenience to its users. It has three taps based on the temperature to be dispensed: 6-9?c water; water at room temperature; and hot water that can be as hot as 90?c and perfect for coffee/tea making or any preparation of hot beverage. In addition, this product uses external heater to prevent electricity - water contact. When heat rises above 95?c, sensor will automatically cut off electric current. The device is covered with insulation. Its interior, meanwhile, is made of food-grade SUS304 stainless steel and silicone tubes. Durable and antirust, they prevent unwanted odor. Users can operate this water dispenser easily via its LED screen. Water bottle is kept inside the device and connected to the dispenser from below, thus easy for users of all genders and ages to manage. For energy efficiency purpose, it is possible to open/close hot- or cold-water features when the function is not needed.
Air Purifier CAF-Z40 features a tornado-based air intake system. Air thus flows into the device from all angles, with 360? air-intake effects, for HEPA (H13) filters to trap dust particles in the size of 0.3 or bigger. Not only that pollens, animal hair and bacteria will be trapped, but unpleasant odor will also be gone. Though standing just 38 centimeters tall, CAF-Z40 is powerful in preventing air pollution. Its clean air delivery rate (CADR) is as high as 220 cubic meters of air per hour. Its quiet operations guarantee its noise level will never soar above 22 decibels. Perfect for a room of up to 26 square meters in size, this compact air purifier is portable. Its modern design looks great for any corner of a home. Toshiba's Air Purifier CAF-Z40 monitors air quality with smart sensors. Its air purification will be activated automatically, when the amount of dust is high. Better still, this product comes complete with UV sterilization. Users can check PM2.5 level real-time on the device's digital screen too. Maintenance is easy. Users can replace filter with ease, while filter basket is also easy to remove and washed.
Front-Load DUAL DRUMS Washing Machine boasts a luxury design, which is inspired by space capsule. Made of durable, transparent and anti-scratch materials, it offers users a glimpse into its interior. Its dual-drum system prepares the upper drum for wash-only delicate items such as baby wears, underwear and office attire, with 5-kg washing capacity. This drum is also good for quick, urgent wash. The lower drum, meanwhile, is designed for 10-kg washing capacity and 7-kg drying capacity. It is perfect for a big volume of clothes, bedsheets or even curtains. Both drums can work at the same time. Each of them is backed by eight bars, four columns, seven shock absorbers, and four suspension rodes. Users therefore enjoy quiet and stable operations at all times.
DUAL DRUMS by Toshiba, moreover, deploys nanoparticle silver impellers in releasing Ag+ for in-deep sterilization. Upon exposure to water, Ag+ is released automatically to eliminate germs including bacterial in the fabrics. Such anti-pathogen protection lasts for well over 48 hours. With a built-in spray nozzle on the front door, cold extracted silver ions are dispersed to all corners of the capsule through a strong 360? water flow, ensuring complete sterilization for the interior. Thanks to SenseDose technology, this product also precisely calculates an appropriate amount of detergent and fabric softener for each wash. Users are also offered a variety of washing modes to best suit their laundry. This model can even handle wool. It operates on Origin Inverter, which is associated with quiet operations, durability and energy efficiency.
Mrs. Kobkarn Wattanavrangkul, chairperson of Toshiba Thailand Company Limited, adds that, "Toshiba Thailand is confident that backed by Japanese technologies and standard, customer-centric R&D, and product development that answer well to consumers' needs and lifestyles, Toshiba will soon become a Top 3 electrical-appliance brand in Thai market. Toshiba Thailand is well set to enjoy continued growth as it continues delivering good things to Thai people. Also, we continue our #Details Matter campaign to communicate that our attention to detail starts from innovation research and development and that we blend technologies with our care for our customers' quality of life. As parts of the campaign, we will conduct activities to take care of not just our customers but also our partners. Our sales staff, meanwhile, have been trained as personal consultants to customers who will be well informed of product specifications and benefits, and also given after-sales advice. We, after all, seek to ensure that Toshiba products really deliver maximum benefits to consumers and are the constant means for Toshiba to repay society".