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Published on March 21, 2008

The challenge has been to make sure our customers' perceptions moved along with our transformation.

Looking back to the late 1990s, Sansiri was known as a developer focused exclusively on high-rise premium condominiums in the central business district and was always tagged "a premium developer with expensive projects".

When we decided to expand our business to include single-detached housing projects in the early 2000s, we knew we needed to deliver affordable products while maintaining our brand promises - attention to detail, in terms of quality, and distinguished design.

We simultaneously launched Saransiri and Setthasiri brands with a price range between Bt3 million and Bt7 million.

However, branding is about associations with past performance and cannot be changed overnight.

We evolved our brand by utilising our history and tradition in ways which would ensure success in the present and the future.

This year, we are moving into another phase of brand evolution for our condominium projects. In the recent years, we have successfully launched high-end condominium projects, such as "Siri @ Sukhumvit" and "39 by Sansiri" in 2007.

However, with the expansion of the mass transit system, which will go across Chao Phya River, we saw an opportunity emerging from consumers in the Thonburi area.

With careful research and different product and pricing strategies, we were quite confident we were moving in the right direction for this new project.

However, the challenge was to adjust consumer perception. With this thought, our "Hive" condominium was launched under the idea of "Simply Sansiri".

The package was simpler and more affordable, accurately capturing the segment while the essence of our brand promises remained intact. The result was we sold the entire project in two weeks.