Mr. Toshiro Ishiwatari, President of Toshiba Lifestyle Products and Service Corporation (TLSC), Japan, along with Mr. Masaaki Kimura, President of Toshiba Thailand Co., Ltd. and executive committee held the press conference on “Toshiba Future and the Next Step towards 2018”; to present the policies and proactive marketing campaign, as well as collaborate between Japan, China, and Thailand in order to strengthen the position to meet the needs of its customer quickly and effectively, and to place great emphasis that Toshiba remains strong and still bringing good things to the life of Thai people.
Mr. Toshiro Ishiwatari, President of Toshiba Lifestyle Products and Service Corporation (TLSC), Japan
Mr. Toshiro Ishiwatari, President of Toshiba Lifestyle Products and Service Corporation (TLSC), Japan, stated that Toshiba would never stop creating good products, under the design and manufacturing standard from Japan, in accordance to customers’ needs, by focusing on the quality of life and consumers’ lifestyles. With the synergy of TLSC and Midea Group in middle of 2016, we aimed to increase our focus on creating products that meet what the global market wants. At present there are more than 50 new projects which are under development, and more than 10 projects completed and that are already selling in other countries’ markets. Apart from creating new innovations for global market,
we also set up IHQ (International Head Quarter) in Thailand. The IHQ will be the centre of administration and management in each region, with a great emphasis on manufacturing, marketing, and sales so that the products can be produced appropriately and in accordance with the needs in each region. And make the cost more competitive and increase in production speed to support the growth of the market.In addition to this, Mr. Toshiro Ishiwatari affirms that TLSC will maintain its original intention that Toshiba will continue to grow and move forward with the Thai people. We place great importance in developing good products with the quality of Japanese standard, and to take into account the lifestyle and needs of customer in order to bring good things to Thai people’s life, as Toshiba slogan has stated.
Mr. Masaaki Kimura
President of Toshiba Thailand Co., Ltd
Mr. Masaaki Kimura, President of Toshiba Thailand Co., Ltd. reveals that the overview of Thai market, from the beginning of the year to the present, is in the recovery period, and likely better especially at the end of the year. There are many positive factors that promotes the economy, from the growth of tourism, export, domestic consumption, and the increase in GDP, and even the “Shopping for the Nation” campaign that encourages shopping.
For the electric home appliance market in the year 2017, the demand slightly decreased due to the fact the weather was not as hot as expected last summer. As a result, sales of air conditioners decreased by almost 10{1e9df3ff221fec67f2b46c55bd82e9961ae187e1b606f79864c8b507548386d0}, while other appliances such as refrigerator, washing machine, and kitchen appliances continue to grow. The TV market is shrinking slightly in volume but grow in quality instead as consumer prefer to buy larger TVs which has UHD4K and Smart TV function.
For next year economic outlook, it is believed that the world economy and economy in Thailand will improve. We plan to expand our business further from new product line up such as new colour of 1 door refrigerator, a smaller size of 2 doors refrigerator, new air conditioner inverter, TV, rice cooker, and microwave etc. Moreover, the company also have a new management team to strengthen marketing and sales.
We aim to continue to be the No. 1 brand for 1 door refrigerator, No. 1 for Android TV, and aim to be No. 1 in kitchen appliance in 3 years. As for sales, the company aim to grow by 10{1e9df3ff221fec67f2b46c55bd82e9961ae187e1b606f79864c8b507548386d0}.
Mr. Brian Zhao,
Vice President of Toshiba Thailand Co., Ltd, Sales and Marketing Division
Mr. Brian Zhao, Vice President of Toshiba Thailand Co., Ltd, Sales and Marketing Division reveals that in addition to the variety of products line-up, we set a clear goal in order to emphasize on the slogan of “Toshiba…brings good things to life” that has been with Thai people for over 48 years. The aim is to become the Top 3 brands of electric home appliances in Thailand, by bringing together knowledge, experience, and strength from the cooperation of 3 countries: reputation, innovation, quality, and long-lasting 140 years of experience of Toshiba from Japan,the advantages in resources, fast product supply, research and development (R&D) for new products of Midea from China, Midea has in $3 billion in R&D over the past five years. There are 17 Research Centers in 8 countries with over 10,000 researcher.
There are 17 research centers in eight countries and own over 26,000 invention patents. In addition to this, Midea also have 18 factories in China, and 15 factories in other countries to help produce and supply products around the world quickly; and lastly, sales experience and marketing from Thailand. Together, the three aim to cooperate to push Toshiba to become a leading brand in the mind of consumer forever.
For strategic policy, we focus on 3 main principles: Branding. By focusing on awareness and confidence building, Customer. We focus on the needs of customers, including channel management to reach consumers quickly, and Products. Our products must have good quality, various in models, and able to compete.
As for next year marketing plan, we focus on 3 points which are Products, apart from an increase in product line-up, we place great importance on upgrading our products to highest quality and modern. Marketing Communication. We set the budget for advertisement and promotion, both Above the Line and Below the line, up to 12{1e9df3ff221fec67f2b46c55bd82e9961ae187e1b606f79864c8b507548386d0} in order to create awareness and confidence which led to the purchase of Toshiba. We will focus on public relation through various media, especially Online & Social Media, Digital Marketing, Localized Marketing, as well as promotion activities to suit seasonal products, season, and sale area.
There will be ongoing campaign such as summer campaign, rainy season campaign or even World Cup, Road Show and Work Ship to target audience to create product experience, and we still sponsor Muangthong United Football Club for the fifth year. And as for Channels, we become more proactive in E-Commerce in respond to consumer trends who prefer convenience. In addition to this, we will focus on shop decoration, and activities at the sale area to reinforce confidence in our brand. This includes training our dealers, PCs (shop boy), service staff to have higher potentials in product knowledge, technology, sales skill, installation, and maintenance, as well as same standard.
Mr. Boonyarat Trisirisombat
Home Appliances Marketing Manager
Mr. Boonyarat Trisirisombat, Home Appliances Marketing Manager, adds that in the next year Toshiba will have a lot more products in market. Starting from the end of this year, there will be 2 new digital rice cookers which will expand Toshiba’s market share, by aiming at the mass market with a cheaper price, but its quality is Toshiba’s quality. In addition, at the beginning of next year, there will be 7 microwaves ranging from 20 liters to 34 liters in respond to the market, and the lifestyle of new generation who like cooking and baking. With a single microwave that can perform many functions, we aim to become the No. 1 in kitchen appliance in the next 3 years. In addition to this, in preparation for the upcoming summer, Toshiba has conducted a research and a customer’s survey which led to a new design for refrigerator.
There are more colour available for 1 door refrigerator, in Curve and Plus series. And the 2 doors refrigerator line-up has been expanded, with a smaller size for consumer who lives in a condo. Apart from this, we also developed 3D Inverter Air Conditioner which has copper coil and R32 refrigerant which is energy-saving and eco-friendly. Additionally, we also introduced our new product, Water Dispenser, which comes with a classic design for office and home market which requires convenience. It can produce a hot water at 85 – 90°C which is ideal for brewing, and a cold water at 3-8°C. There are 2 types available: Top Load, for putting the tank on top, or Bottom Load, for storing the tank at the bottom. Another product which is currently in the market trend is Chest Freezer, which is suitable for Startup and SME market, or even at home for big family to store breast milk. The advantage of Toshiba’s chest freezer is that it is 2in1 which is Freezing and Cooling in a single product. The temperature can be adjusted from 10 °C – 25°C, and they are available in 4 capacities from 5 – 10 cubic. As for the mid-year, at the beginning of the rainy season, Toshiba is ready for the market with a Washing Machine products. After introducing the new UFB technology washing machine with its striking design and functions, including SDD (Super Direct Drive) Inverter technologies which greatly meet the consumer’s need. This year, we plan to expand the size, from 14 – 16 kg to 10 kg and 11 kg, to capture the medium size family. And the products which we plan to launch in the winter is a Water Heater, with its modern design and high safety system. This is a great transformation as there are more options for consumers. Overall, Toshiba continues to focus on the development of new quality products, with its emphasis on technology, design, and ease-of-use.
Mr. Hiroyuki Takase
TV Marketing Manager
Mr. Hiroyuki Takase, TV Marketing Manager, states that Toshiba will continue to emphasize on it being Premium Japanese Brand by offering a wide range of TV series, Android TV, Chrome Cast TV, Netflix TV, Smart TV, and Digital TV, more than 20 series for to meet the needs of consumers with various needs. Next year Toshiba will focus on promoting Ultra HD 4K Android TV to create the ultimate entertainment experience. Toshiba has been specializing in Android TV for a long time, our Android’s distinctive point is that it can connect to variety of entertainment experiences, including movies games on a big screen for consumer’s full enjoyment. In addition to this, there is also a “Voice Search” technology makes searching for content easier. The Android can be upgraded to 3 versions and it has a 3 years warranty. In addition to this, it also comes with elegant design, great picture and sound quality. We aim to be the No. 1 in Android market within 3 years.
We also focus on the new TV models that will launch in the beginning of next year: Netflix TV, L-47 series will be the new UHD 4K series which support both Netflix and Youtube functions. The new UHD 4K will increase from 9 models to 11 models, and Android TV will increase from 6 models to 8 models. In addition to this, Toshiba plans to launch Android OLED next year, which we believes will help us increase our market share.
Mrs. Kanit Muangkrachang
Chairperson
Mrs. Kanit Muangkrachang, Chairperson, also adds that apart from the company’s plan to support the new product and the marketing plan mentioned above, the company also plans to develop the information system, after sale service system, human resources management system, and other systems to support the company’s growth in the future. In addition to this, please have confident in Toshiba. We are still a brand that continues to develop. All factories in Thailand continues to produce products for domestic sales, and exported to other countries. We, TPT, produced more than 10 million 2 doors refrigerators since May 2017, and TTEI produced more than 8 million 1 door refrigerator, the overall total is around 20 million refrigerator with 50{1e9df3ff221fec67f2b46c55bd82e9961ae187e1b606f79864c8b507548386d0} of the products are export abroad and another 50{1e9df3ff221fec67f2b46c55bd82e9961ae187e1b606f79864c8b507548386d0} for domestic demand. In addition to this, factories in Thailand also produced more than 7 million microwaves, as well as other kitchen appliances, washing machine, and air conditioners for domestic use and exports.
Mrs. Kanit also added that, as a Thai shareholder, we still have confidence in Toshiba; and with the collaboration of us 3 countries, this will lead to the creation of good products with fast process and sustainable growth. More importantly, we continue to focus on CSR (Corporate Social Responsibility) Toshiba must be a good example of company with good governance in Thai society. A company that is not focused solely on sales and services, but also responsible for our dealers, the society, next generation, and our beloved country, and will strive to “bring good things to life.”