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Published on February 16, 2008

Sattaya Sri-on, deputy managing director, said yesterday the local manufacturer's integrated marketing and advertising strategy included two new TV commercials, anniversary caravans and print advertising, which would also celebrate its 30th anniversary this year.

The company unleashed a marketing campaign during the hot season last year, but on a lower budget of Bt70 million.

One of the three new products has already come out early this month, featuring a wall-type model.

The other two models - ceiling types with a Number 5 Energy-Saving Label and a 5-Plus with Intelligence Pressure Control Valve - are set to debut at the end of this month and early next, respectively

An I-Saver electricity-saving device will also be introduced as supportive equipment for the air-conditioners.

The company hopes the marketing campaign will help it achieve sales of Bt1.5 billion this year, up from Bt1.3 billion last year.

Central Air accounted for 10 per cent of the overall air-conditioner market of 650,000 units worth Bt13 billion last year, which represented growth of only 5 per cent.

The company expects its share to rise to 12 per cent of this year's market forecast to reach 800,000 units.

About 60 per cent the company's sales came from home air-conditioners and the rest from commercial models.

This year, the company plans to roll out three more models for commercial premises.

Sattaya expects the whole air-conditioner market to have a better outlook this year as the country already has a new government in place.

He hopes the administration will foster political and economic stability.

Nitida Asawanipont

The Nation