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Published on March 19, 2008

"We allocated a marketing budget of almost Bt500 million from 2005-07 to build our brand as a modern property developer that produces quality houses and designs them to match modern lifestyles," Dusadee said.

She decided the way to build the Plus brand from a broker to an integrated property developer was to "integrate". Now, the marketing team works closely with the construction team to design projects that meet customer demand and showcase the "modern lifestyle" concept.

"If you present your modern concepts, but your housing designs are old or traditional, that means your concept has failed," Dusadee said.

The company also invests in research and development on the final product.

Dusadee said the developer took two to four months before launching a new product.

"I did not train as an architect, engineer or interior designer, but I put myself in the home-buyer's shoes. I think about what kind of residence would match my lifestyle. Architects and engineers know how to build, but sometimes they forget what the customer wants. That is my job," she said.

The strategy seems to have worked. Last year, Plus Property generated total sales of Bt4.3 billion. This year, it expects sales of Bt5.5 billion, up 27.91 per cent from last year. The company is also targeting annual growth of 20-30 per cent, Dusadee said.

Somluck Srimalee

The Nation