Thai mist pioneer aims to cool the globe
Masterkool International aims to turn its outdoor water-mist cooling systems into a renowned global brand within five years, its managing director Noppachai Veeraman said.
It now generates about 25 per cent of its sales from exports - mainly to the Middle East, Europe and Australia - and plans to double this to 50 per cent within three years, he said. The global market has plenty of room for growth and Masterkool's products are unrivalled, Noppachai said. Masterkool has been the first player in the market in many countries, he added. Masterkool will boost its budget for international marketing this year and expects export sales to rise to Bt45 million from Bt25 million last year, Noppachai said. He has asked Masterkool's overseas dealers to find the most suitable venues in their countries for product demonstrations, such as installing cooling systems in public parks. Exports allow the company to run smoothly year round and avoid the summertime peak it would get from relying on a single market. It has 35 dealers worldwide, including new ones in Angola, Egypt, South Africa and Sudan. The Middle East is its biggest export market. It has invested Bt20 million there, including Bt3 million in Masterkool International (UAE). The Dubai-based firm oversees the region. Masterkool also plans to increase domestic sales by focusing on the industrial sector. It will spend Bt22 million on marketing in Thailand. Its corporate customers are hotels, restaurants, malls and industrial plants. It offers three main products - mobile cooling systems, permanent cooling systems and mist fans. Noppachai said the company would increase the applications of its products to include systems that reduce humidity and dust and prevent static electricity. It is also developing a new product for household use in conjunction with the National Electronics and Computer Technology Centre and expects to conduct marketing trials later this year. If "everything goes to plan" there may be need for new investment this year, Noppachai said. The Thai market for outdoor cooling systems is small, about Bt150 million a year. The market has about 10 players, some of them from China. Masterkool claims a 95-per-cent share. Noppachai said the market is expected to grow by 30 per cent this year and Masterkool expects to match that growth. Sales are forecast to reach Bt165 million. It has 80 dealers throughout Thailand.
Nitida Asawanipont The Nation
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