The after-sales service of Siam City Cement (SCCC) will distance it from its competitors, says the company's executive vice president for customer relations.

Chantana Suku-manont said even though its products were more expensive than its rivals, better after-sales service added value and gave SCCC an edge.

"Our salesmen do not just sell; they provide solutions for customers," she said.

Chantana said the company would concentrate on value-added marketing to increase sales rather than price cuts.

"A price war would damage the brand image, and that's not a policy we believe would drive the business," she said.

Next year will see the SCCC brand build up its premium products in a bid to maintain its market share at 28-30 per cent.

"We don't want to fight with other brands to boost our share. Our policy is to maintain our market share by creating brand and product value to boost earnings before interest, taxes, depreciation and amortisation from 28 per cent to 32 per cent," she said.

At 28.9 million tonnes a year, SCC is the country's second-biggest cement-maker.

It will increase franchisers next year to 21, from four at present. This will "stabilise distribution channels".

"Close relations with our distribution channels and franchisers will sustain our business in the domestic market," she said.

SCCC announced total sales of Bt18.39 billion and a net profit of Bt3.16 billion in the first nine months of the year.

The company expects total sales and a net profit for the full year to equal those for last year: Bt22.7 billion Bt4.07 billion, respectively.

Chantana said demand had grown only slightly this year but that profits might exceed last year's as a result of  the company's energy-saving measures.

Chalida

Ekvitthayavechnukul,

Somluck Srimalee

The Nation