Toshiba Takes Proactive Approach, Launches Marketing Strategy for Vibrant Fourth Quarter, Aims for 20% Growth

Event Calendar Press Releases Tuesday November 17, 2020 13:52
Bangkok--17 Nov--PRpedia

Mrs. Kanit Muangkrachang, Managing Director of Toshiba Thailand Company Limited, reveals that Toshiba has now launched new products, promotions, and point-of-sales marketing events for the market that usually turns vibrant in the fourth quarter. She adds that branding activities have also been conducted to help the brand tap into new market segments, as Toshiba aims to give itself the stronger image of being young and modern. The firm, moreover, intends to boost its sales further as it expects its business to grow by 20 percent this year.

"In 2020, our business performance has been better than expected. Since COVID-19 situation started around the second quarter, more business opportunities have emerged. When people need social distancing and greater privacy, they need more products for themselves. The growing trend of Work from Home has also driven demand for many types of electrical appliances. Toshiba therefore has conducted several marketing activities in collaboration with partners so as to boost opportunities and sales. We have organized online seminars and e-commerce training for them too. Our e-ordering services were introduced to give greater convenience to partners in placing orders. Our product updates are also done online through digital platforms. Our moves are setting new trends in the electrical-appliance sector." Mrs. Kanit says.

Mr. Hiroyuki Takase, Corporate Strategy Director of Toshiba Thailand Company Limited, says "During the first three quarters of the year, we have met all our sales targets especially for main products like refrigerators, freezers and washing machines. As the fourth quarter is usually a good season for electrical appliances, we expect our business to grow further with fast growing of small appliances market. There are several positive factors, after all. The New Year is approaching and people will start buying gifts for the occasion. Good gift ideas are rice cookers, microwave ovens, blenders, water heaters, electric kettles, water boilers. They are useful but by no means expensive. As we are also stepping into winter, our water-heater sales have risen well. These Toshiba products are hugely popular because our brand has long had a big presence in this segment. Familiar with our brand, consumers trust our product quality, safety and durability. On top of these strengths, our products are beautiful and outstanding designs. Another factor that will stimulate the electrical-appliance market in the fourth quarter is PM2.5 threat. As this problem tends to recur late in the year across Thailand including Bangkok during the past one or two years, there is solid demand for Toshiba's air purifiers. Toshiba air purifiers, available in many models, are suitable for a room measuring between 24 and 84 square meters in size. With five systems to clean the air and filter out PM2.5, our devices boast the Clean Air Delivery Rate (CADR) of over 700 m3/Hour".

"In addition, we have now tapped deeper into the Luxury and Healthy segments. Our product line, as a result, has become more diversified. Now, we have multi-door refrigerators, side-by-side refrigerators, and even French-door refrigerators. Our products stand out on the basis of design and functionality, which underline Toshiba's caring attention to users' convenience and the need to keep food fresh longer. We have lately launched 2-in-1 steam ovens. Designed for both baking and steaming, these ovens make it easier and faster to cook. Dishes from the oven are also healthier, while users can avoid the hassle of multiple-layer steamer. Our dishwasher now come with hot-water feature and are suitable for washing dishes, bowls, kids' products, and even fruits and vegetables. Our water purifiers, meanwhile, come equipped with RO (Reverse Osmosis) and UF (ultrafiltration). They hit the market in the form of beautiful water dispensers. Users can be rest assured that they get clean water from our devices. Filter changes, it should be noted, are also very easy," he adds.

Ms. Thunpapat Ariyavoravadh, Marketing Director of Toshiba Thailand Company Limited, says, "Apart from growing sales, we have accorded importance to making our brand look younger and more modern. Our Dealer Shops get revamped. Our salespeople are retrained. Promotions and marketing events at point of sales, online and offline branding have headed towards the same direction. This year, we have embraced the #DetailsMatter theme to make it clear to everyone that "we really pay attention to all the details". In every step of work from selling, to marketing and to after sale service, we care about our customers, our partners, our staffs and society. We stay true to our slogan "Toshiba Brings Good Things to Life,

"For the fourth quarter, we have stepped into the heart of Bangkok through ad wraps around four BTS trains. The four wraps are created in different styles to match the Season of Happiness. We seek to communicate with city people, office workers, and students. We do hope that the cute and cheerful Toshiba trains will become popular, with people enjoying taking and sharing their photos. To delight BTS passengers and Toshiba fans even further, we have prepared the "I Love Toshiba" campaign. To join the campaign, take a photo with Toshiba-refrigerator wrap either inside or outside BTS train and post it on Facebook with #BringGoodThingsToLife, #ILoveToshiba (viewable by the public) and a nice caption. Those who do not ride BTS may take a photo with their Toshiba refrigerator at home instead. Those fully complying with the campaign's rules stand a chance of winning an 18-cubic-feet side-by-side refrigerator of the latest Toshiba model worth Bt32,990. There are 10 such prizes available. You may find out more about the campaign at The campaign runs from 11 November 2020 to 31 December 2020," she adds.

In addition, Toshiba has conducted the "Think of Gift, Think of Toshiba" campaign to make Toshiba a top-of-the-mind brand among people looking for a New Year, birthday, graduation and wedding gift, etc. Toshiba has now decorated its dealer shops in support of the campaign and offered gift ideas. Its customers can have rice cookers, electric kettles and even refrigerators nicely decorated as gifts to impress recipients. Last but not least, Toshiba has also launched an online campaign on #DetailsMatter concept. The firm expects this campaign, which started in the current fourth quarter and will run till the first quarter of 2021 with a video series, to receive great response.

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