Paint producer Beger launching three new products
Beger marketing manager Worawat Chaiyosburana introduces a special-formula enamel paint called Beger Shield Super Gloss Enamel at the Four Seasons Hotel in Bangkok yesterday.
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Faced with tough price competition, paint producer Beger is launching innovative products to attract more customers in the medium and premium segments this year.
The company yesterday launched Beger Shield Super Gloss Enamel, the first of three new products to be introduced this year. Marketing manager Worawat Chaiyosburana said despite the effects of the economic slow-down on the property sector, Beger was targeting annual revenue growth of more than 10 per cent from last year's Bt1.8 billion. It expects the new Super Gloss Enamel alone to generate revenues of Bt120 million this year. The company has been collaborating with DuPont, the scientific-solutions provider, since 2005 to develop products that meet customer demand, Worawat said. Beger's third plant, which was completed in the first quarter and will begin operating next month, will double its current production capacity to 40 million litres a year. If the company maintains its double-digit growth, it will expand production capacity again within the next three years, he said. Worawat said Beger would appoint distributors in Laos, Vietnam, Cambodia and Burma in the second half of the year as part of its export strategy. "Our new capacity will support our sales strategy for the future. We need to start exports if we aim at double-digit growth year on year," Worawat explained. Presently, Beger has a 10-15 per cent share of Thailand's total paint market of about Bt12 billion. Worawat said Beger planned to increase its market share another 3 per cent this year. He predicts the total market will grow less than 5 per cent this year. Beger will spend Bt80 million to promote the new products through television spots, he said. Chalida Ekvitthayavechnukul The Nation
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