Bangkok--5 Aug--Coway
Coway,” Korean’s number-one water purifier brand, plans to penetrate the Thai market with its popular new “rental scheme” for the first time in this industry so that Thai people can have more access to healthy products. It will throw its Bt50 million marketing budget on branding Coway in Thailand. It is confident that it will be the first trend setter of health and the environment. It aims to win the hearts of 1 million Thai customers within 3 years. Apart from pushing “Coway” to be number one in Thai market, it will support Thailand to be the hub of “Coway” brand to penetrate other markets in this region.
Mr. Yoonjong Jeong, Vice President of Oversea Subsidiaries Unit, Woongjin Coway, Head quarter, South Korea, reveals the origin of Coway that is a part of Woongjin Group. Our affiliates range across many industries from education, publishing, IT, beverage and construction. Our company proud to emulate the philosophy of ‘love again and again’ (Tto Tto Sarang). All our businesses are associated with the love of challenge, love for change, for the customer, for organization and above all love for our community. The direction of Coway’s business operation in Thai market, the company wants to make “Coway” Thailand become the hub of Coway in Southeast Asia. Coway will set a new trend of water purifier market with its vision to be number-one world leader in health and the environment which is ready to design good health for consumers in the future. Coway positions itself as a real manufacturer of green products paying attention to health, water and air environment in the world marke t.
“It is time for us to lead RO water purifier market and rental with outstanding service of Thai water purifier market. We are supported by our head office in Korea which sees the potential of Thailand to become the hub of Coway in this region. It gives a budget of Bt50 million for branding by focusing on training and “HEART” structure service to develop human resources in its offices, sales, and services. Especially the servicing teams, they have undergone intensive training in Korea about Coway’s unique servicing guaranteed by customers in Korea’s 4.5 million households,” said Mr. Jeong.
Mr. Chunyong Park, Managing Director of Woongjin Coway (Thailand) Co., Ltd., talks about its marketing plans and strategies to penetrate Thai market. According to him, the company plans to penetrate Thai market with the innovative system in distributing its products which is popular in Korea. The new system to be introduced is Coway’s rental scheme. The launch will significant paradigm of water purifier market in Thailand. The rent starts from Bt600 per month, customers can enjoy water purifier premium grade. If the customers rent them for 3-5 years, they can own them. To apply for this rental scheme is as easy as to apply for credit cards.
“Coway also has a vision in servicing called “HEART.” H: Heart means it listens to the heart of its customers. E: Early means it prepares new services earlier before customers request for them. A: Answer means it proactively respond to the voice of its customers. R: Respect means it respects customers. T: Trust means it gives first priority to trust. Under its “HEART” vision, Coway creates impressive services from the “heart” of its servicing team called “Cody,” (Coway Lady) technical and servicing experts offering the first-class service experience from Coway to Thai customers. No brands can visit customers and take good care of both corporate and household customers as we do because the heart of Coway’s rental scheme is convenience, good value, and servicing with hearts. The customers who try Coway’s rental scheme will never use the same old water purifying system because of the lower cost than that of buying bottled water. That is to say, it starts with only Bt20 per day, ” said Mr. Park.
As for Coway’s new products to be launched in Thai market, the company will select innovations of Coway’s research and development centers, in which over Bt2.5 billion has been invested, to introduce Coway’s hi-tech products to Thai people.
Mr. Park said that Coway has prepared a marketing budget of Bt50 million for branding. This budget will be spent to reaffirm its position of number-one brand in innovation for health and the environment from Korea with the popular rental scheme so that everybody can use premium water purifiers. This message will be communicated to customers through road show activities, radio, billboards, BTS sky trains, magazine advertorials, and words of mouth about the impressive services by Cody (Coway ladies). All of these focus on marketing communication with Coway’s target groups aged over 28 who are health-conscious and have good taste in design and modern lifestyles.
Coway prospects the high growth potential in water purifier market in Thailand because there are many households which have no water purifiers. Moreover, nowadays consumers tend to pay more attention to good health and have more modern lifestyles. Therefore, this is a good chance for Coway to penetrate water purifier market by offering an alternative to the new generation of consumers.
Mr. Chunyong Park said that its new marketing strategies of innovative distribution of rental scheme introduced to Thailand, its vision in business operation, and its servicing with heart make Coway successful in the world markets during the past 20 years. Woongjin Coway has always penetrated new international markets. At present, it exports its products to over 69 countries and earned over US$43.5 million with the total sales of about Bt40 billion in 2009. The company is confident that with the same vision and marketing directions as its mother company, Coway Thailand will be able to move up to be number one in water purifier market in Thailand within 3 years. From the existing 40,000 customers, Coway targets to increase its number of customers to 56,000, including 10,000 customers of rental scheme, by the end of this year. In 2011, Coway’s target is 100,000 customers. Coway wants to be the first company to take care of Thai people’s health by setting the trend of good heal th and the environment with its rental scheme. Furthermore, within the next 3 years, Coway Thailand hopes to have 1 million customers.
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