Brands join creative push

Corporate May 22, 2018 01:00


PROMMINENT companies in Thailand say they are committed to introducing innovative products and services not only to win over customers, but to help the country advance under the technological vision of the government’s Thailand 4.0 policy.

Boonsueb Chanchamsri, senior marketing manager, IT and mobile communications at Thai Samsung Electronics, said the company had always sought to fulfil customers' lifestyle needs with its products.

“The company's strategy to be No.1 brand emphasise three pillars - product innovation, brand love, and value-added and premium service,” Boonsueb said.

“At Samsung, we never stop to provide innovative products that not only elevate industry norms, but more importantly a product that fulfils our customers' needs and lifestyles – especially for the young millennials.

“We follow the philosophy of ‘Do What You Can't’ strictly because we believe in customers' capability and this is why we never stop to make ‘what can't be made’ so that our customers can do what they can never do before with our product.”

On branding, he said Samsung gives importance to every “customer touch points”.

"From Galaxy 10k Thailand Championship, Galaxy Studio to Samsung Brand Shop, we want to offer our customers a platform where they can touch and try, and gain first-hand experience with our products before they decide to buy,” Boonsueb said.

Samsung was named the Marketeer No.1 brand at the Brand Thailand 2017-2018 Awards, across many categories.

Sara Lamsam, president and chief executive officer of the Muang Thai Life Assurance Public Co Ltd, said that the company's branding policy is customer-centric.

 "The Marketeer No1 Brand Thailand 2017-2018 Awards in the life insurance category is the result of our working hard to know and to give the right service for the different needs of customers. And, we always bring innovation to insurance products," said Sara. 

He said the company recently set up the Fuchsia Innovation Centre to encourage creative thinking under the concept of thinking outside the box.

 Wirawat Panthawangkun, senior executive vice president of Kasikornbank, said the lender was awarded the Marketeer No.1 Brand Thailand 2017-2018 Awards in the digital banking category.

Wirawat said that the bank has been working on digital transformation in every aspect since its organisation restructuring. Wirawat said the lender was building a creative mindset.

 “For example, K PLUS is the result of the company's vision to transform an application to be a lifestyle platform and then it becomes one of the most popular apps with having 1.8 million users,” Wirawat said.

 Saharat Kanongsilp, True Corporation Plc's head of commercial TrueOnline & convergence unit, said that True Group's strength is its ability to offer the convergence benefits of its networks, products and services. Packages bundling TrueOnline with True Mobile Group or TrueVisions Pay TV services, have proven successful in terms of customer acquisitions and retention. Saharat said, 

“True Group's convergence strategy allows us to meet the demands of our subscribers' lifestyles by building upon the complementary strengths of our communications services and solutions," said Saharat.

TrueOnline won the No 1 Brand Thailand 2017-2018 Award in the category of Internet service provider awarded by Marketeer.

Saharat said that the award given to TrueOnline will further drive the company to take part in transforming Thailand into a regional digital economy hub.