Marketing and Competition Marketing the Products and Services Marketing Strategy In addition to its ability to compete, the Company also focuses on marketing strategy which is sub-divided into a strategy for each project which is different, beginning from: - Research to provide the plan and the direction of project’s development, specify the location, target group of customers through surveys and collection of information for accuracy of the product being released into the market - Specification of the sale price which is not just the competitor’s sale price in the market in the surrounding area that dictates the price but also the cost of the project both directly and indirectly which is the important factor which causes the Company to be able to set the price appropriately while also maintaining its return on the investment made at a level that is expected even in the face of fierce competition - Communicating the marketing is something the Company focuses on such as advertising and announcing directly to target groups which are scattered around the project both who are customers who have visited the project using large billboards and small signs to advertise and sending direct mail offering special privileges to stimulate reserving the units when they are open for sale. The Company has been successful and been able to reduce costs from marketing to be around 1% of the overall sales income. - Management of the customer experience which coordinates with the departments that have direct contact with customers to design a system that offers customers an impressive experience and also takes responsibility for satisfying the recommendations and complaints by coordinating with the responsible agency directly to improve, rectify the situation to build a good relationship between the customers and the Company, including organizing activities on a continual basis to reflect the commitment to take care of customers. All of these factors add to the confidence in the brand’s products and is talked about which can be seen from sales figures of new projects. - The image of the organization comes from the conscientious of responsibility to the customer and the intent to develop into a brand with quality products and services on a continual and stable basis causing each project in the past to succeed in sales since the customers are confident in the operations and image of the organization. Marketing The Company has provided for marketing, communicating marketing and marketing activities, especially during the opening of the project which is when customers are most interested and visit the project, details of which are as follows: - Direct mail invitations are sent to the Company’s customer base to attend openings every time a new project opens, offering privileges to be used as discounts on opening day. This is organized by a special department in the Company. Interested customers can contact sales staff or visit the project and its mock up that the Company provides as per details in the invitation letter. - Advertising through various media focusing on the surrounding area around the project as well as inside department stores, on the internet, sms, billboards and magazines, selecting media based on efficiency and capacity to reach target groups of customers - Setting up a booth to announce the project in shopping centers near the new project and in the city center or at home and condo fairs which are held every year to obtain customers that coincide with the Company’s target group. - The internet is used to satisfy changing needs of society and technology and the Company has looked for new business marketing opportunities at all times and the internet is a new market which is widely accepted by consumers today as being the media which can access consumers 24 hours per day at low cost compared to other media and the Company has developed its own website www.lpn.co.th in order to allow target group customers to be able to access information and updates about the projects - Special privileges fro customers who purchase units when the project opens such as special prices, free furniture, free kitchen or air conditioner.
Annual Report 2009 L.P.N. Development PLC.
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