Sylvania in big push upcountry

Marketing communications manager Isara Haritaworn said yesterday that the company aimed to increase revenue from last year's Bt700 million to Bt900 million.

However, sales in the first five months fell short of the target. Revenue increased by only 15 per cent due to fierce competition and the entry of a newcomer to the market. Therefore, Sylvania has decided to concentrate more on the provincial market, which is larger than that in Bangkok.

Earlier this year, Sylvania struck a deal with Saha Pathanapibul (Sahapat) to distribute its products in the provinces through local department stores. Sahapat has a strong network in traditional trade across the country and the arrangement began in March, Isara said.

Sylvania has four wholesalers distributing its products upcountry through traditional traders. Other distribution channels include modern trade stores such as HomePro and HomeWorks.

"We aim to enlarge our provincial market and I believe Sahapat is the strong partner that will support us," he said.

Sylvania is planning to organise roadshows and marketing activities with local agents and traders, in the belief that traders have a lot of influence upcountry.

Currently, Sylvania has a 12- to 15-per-cent share of a market valued at Bt6.5 billion. Philips Electronics is the market leader, with 40 per cent.

Meanwhile, the company will stage its usual Buddhist Lent campaign entitled Merit Making at Nine Temples and Nine Schools again this year. It expects to sell 1.6 million fluorescent lamps worth Bt60 million during Buddhist Lent, which starts next month.

"The sales volume of fluorescent lamps usually grows significantly during Buddhist Lent," Isara said.

"Last year, we sold 1.5 million fluorescent lamps during that period, when our total sales volume for the whole year was 4 million lamps. This year, we are aiming for sales growth of 20 per cent during the three months of Buddhist Lent."