Saturday, March 26, 2022, 7:59 p.m.
Brother enters market with CSB 2024 strategy, targets 14% growth in FY65
Offer a variety of products to meet the needs of each group of customers.
Use technology to enhance service work. Caring for society and the environment for sustainability-
Brother continues to be one of the top three brands in the printer market in Thailand. FY22 is projected to grow the printer segment at 13% and the non-print segment at 16%. Along with developing an aggressive strategy to create global growth. Business to cope with covid easing
Mr. Teerawut Supaphanpinyo Managing Director of Brother Commercial (Thailand) Co., Ltd. revealed that the production factor is still one of the main factors that Brother must focus on this year. Can’t deny that 2 years of the Covid-19 situation This makes every business need to set measures to work at a distance. As a result, the production line has to control the number of employees in the factory in accordance with the measures to prevent COVID-19. resulting in reduced production volumes coupled with the situation of insufficient raw materials This affects the distribution of products to fill the market demand that still sees signs of growth as well.
“In the 2021 printer market share figures, according to GFK, Brother continues to be one of the top three brands in the market. and create a growth rate in 3 printer groups to be able to successfully occupy the market share No. 1 amid challenging situations, consisting of Mono Laser Printer Group at 37.1%, Mono Laser Multifunction Printer Group at 64.3%, Calorie Printer Group at 37.1%, Mono Laser Multifunction Printer Group at 64.3% 47.9 percent of multifunction laser printers and ranked 2nd in color laser printers at 19.5 percent. As a result of raw material factors, Brother’s ink tanks continued to grow similar to last year. with 20% share in the market” Mr. Teerawut Supaphanpinyo Discussing the potential of Brother that still holds the leadership of 1 in 3 in the printer market firmly.
In the next 3 years, Brother will operate its business under the CSB 2024 (Challenge Strategy Brother 2024) strategy covering 2022-2024 through 3 approaches: Re-energizing Business, adjusting business practices to develop strategies towards Growing from the present to the future Sustainability Sustainable business growth in parallel with the society (local community) and the environment (environment) by doing business with transparency and fairness (Good Governance) and Driving DX or the drive of Digital Transformation (DX) by applying technology and digital strategies to lay the foundation and goals of business operations. as well as work procedures and organizational culture To be ready to grow with the current fast-changing technology trends, this strategy will be implemented in Brother’s business operations in 15 countries in the Asia-Pacific region.
“The challenge of doing business in 2022 is the uncertainty of various factors. related to business operations Both the epidemic situation mutated international war soaring in oil prices This directly and indirectly affects businesses around the world. Forecasting the real demand of the market is also a challenge for the business sector. Brother himself had to continually assess the situation. This ensures that we can deliver the products the market needs at the right time. To fulfill the needs of customers and create growth to meet the goals set” Mr. Teerawut Supaphanpinyo It presents a perspective on the challenges Brothers will face in 2022.
For business strategy, Brother Commercial (Thailand) has adopted CSB 2024 as a master plan to develop aggressive marketing as well by Mr. Naek Songsiri, Acting General Manager of Sales and Marketing of the company. Brother Commercial (Thailand) Co., Ltd. has discussed the strategy overview. In addition to focusing on the growth in the printer business, the company has also developed a plan to grow the non-print business while developing new business models. By bringing the products that are available to create a solution to meet the needs of the market. Ready to increase awareness in the offline part more throughout the country by distributing products to various provinces. so that customers can see the potential of the real product for themselves When the Covid-19 situation relax and continue to raise awareness regarding the benefits that customers can get from using genuine consumable products from Brother in cooperation with sales channels that sell only genuine products. Customers can view the list of such stores via www.brother.co.th The growth of e-commerce channels has greatly influenced sales efficiency in today’s era. Nationwide sales and set targets to deliver new products Enter the market throughout the year 2022
“Over the past two years, Brother has been very successful in raising brand awareness through all social media channels. which can increase the number of followers and fan pages by leaps and bounds Compared to brands with similar overall characteristics And this year, we will go a step further under the Brand Preference strategy to create customer satisfaction in all dimensions. Ready to deliver the impression from the real user experience from customers in all product groups to build confidence in new customers. which continues to focus on presenting through social media channels as in the past and stimulate the purchase decision by continually organizing special promotions including bringing all Brother’s products to organize promotional activities together To create a new experience for customers” Mr. Naek Songsiri spoke regarding the development plan from creating awareness to becoming a brand in the minds of Thai consumers.
Regarding the growth plans in various product groups, Mr. Naek Songsiri added that “The Laser Printers and Scanners Business Group focuses mainly on corporate customers. While the current inkjet printer segment has been very well received by social media channels, especially Twitter. will focus more on the new generation of consumers In order to respond to the mixed lifestyle of working in the office and at home. In addition, the business segment that has grown significantly in the past 1-2 years such as the GTX digital fabric printer will continue to focus on the market. To the new generation of entrepreneurs who want to initiate and expand their business to grow more In the area of label printers, P-Touch will focus on delivering new solutions to meet the needs of the business sector. The sewing machine will focus on the embroidery machine group. to support the increase in the opening of educational institutions and to support the trend of DIY work, and to support the re-opening of entertainment venues and the improvement of the sound system of the meeting spaces with the BMB audio business group.”
When organizations set aggressive growth goals Of course, the following-sales service must be ready to support the increased service efficiency. Ms. Rassiyakorn Tantavanich, Acting General Manager of Customer Service, Brother Commercial (Thailand) Co., Ltd., said regarding the plan that Brother has developed a lot of contact channels for customers. up to 7 channels in the past year Brother has demonstrated its service prowess by winning both national and regional awards. Ready to develop the service to another level by launching a chatbot Nong Care that provides 24×7 service that has been well received by customers. More importantly, the second chatbot, Mr. Carer, was developed to support the efficiency of repair work of the Appointment Service Center. to deliver services to customers faster with various repair technical inquiries to Mr. Carer, which has been launched since January 2022, starting from the printer business group. And plans to expand into the non-print business group within this year, with the latest project to develop both chatbots to support service work Won 1st prize from Brother AP Global Charter 2021 in the Transform Award category, which is a good example. in bringing technology used to develop customer satisfaction and efficient service For Brothers in Asia-Pacific Countries
“Moving forward to expand the service network Adding services that are up-to-date, modern, so that customers can receive fast service, meet various needs and create brand engagement. This is the goal of Brother’s service segment this year,” Ms. Rassiyakorn Tantavanich said. Since April 2022, supports 2 languages, can communicate in English. and will add a channel to contact Nong Care chatbot via Line OA to increase the channel for customers to contact Customers are friends with Line Official Brother Thailand. Importantly, we also value Customer Engagement through creating campaigns that aim to increase service satisfaction according to the true needs of customers. Measure your Net Promoter Score (NPS), or customer loyalty to your brand. to survey satisfaction every time and every channel that customers use the service With a loyalty level to choose from 0-10 in ascending order. The results of NPS scores were found to be between 80-90 points across all channels. This reflects that customers in Thailand have a high level of trust and loyalty to the brand and always use the information to improve service work. and brother fast care service, which is divided into fast care express, freight for repair service and fast repair service, express repair service at Brother’s service center and inkjet printer repair support by service center. Appointing more than 20 centers that can do urgent repairs within 3 hours, which in the future will expand the service model to other product groups of Brother too and the proper disposal of printing supplies brother earth care by receiving a drop off service at the Brother Service Center and service centers appointed throughout the country to destroy the right way to help save the environment Expansion of Brother service standards that already exist in all centers across the country, in addition to the certification of service standards by SQI institutions to approximately 3-5 service centers, and finally, with the center development plan. The service becomes a customer experience where customers can come to see the machine and try the product before making a purchase. and will increase the use of technology to help create unceasing satisfaction for all groups of customers.”
Mr. Pornphak Upaisinsathaporn General Manager of Finance and Administration, Brother Commercial (Thailand) Co., Ltd., said regarding the overall operation of social and environmental promotion activities. Despite facing the situation of covid-19 for a period of time, Brother does not stop organizing activities to promote society. We are also continuing to support society through the Brother Beat Cancer Run, which currently supports 590 poor blood cancer patients. Brother has worked with government and private and non-profit organizations to bring printers to field hospitals and vaccination centers. as well as donating ‘Anxiety boxes’ that contain medicines and medical supplies for self-care at home or while waiting in bed. Including projects that promote environmental sustainability, such as creating a volunteer project to preserve and restore mangrove nature. and the life-changing plastic bottle project “Eco-Bricks” turns non-biodegradable plastic waste into building materials. This was the main event that earned Brother a Gold Medal in the Green Office Excellent Assessment. All of which are carried out in accordance with the universal commitment Brother has always held, a responsibility to society and the local communities in which Brother is involved. promote quality of life To create a society of sustainable happiness
“Brother operates under the Sustainable Development Goals strategy spanning 2020-2050, focusing on three main areas: maximizing resource turnover. Promote a Carbon Dioxide-Free Society and positive net outcomes in the ecosystem through the Environmental Vision 2050 policy” Mr. Pornphak Upaisinsathaporn Discuss Brother’s long-term plans. “The implementation of projects from now on will focus on outcomes, such as reforestation projects that we must follow up to be successful. We will not focus only on the number of trees planted. But we must give our utmost importance to the number of surviving trees. because it will be a new starting point for the ecosystem.”
This year, Brother continues to work on sustainability. by developing the potential in the work related to the stakeholders in each aspect “On the customer side, Brother has developed a customer data platform to analyze data to bring new solutions to customers and increase the service potential of service centers. can better support the needs As for the employees, Brother has adapted the form of welfare giving to suit the needs of the employees. and giving importance to human development to keep up with the changing era While the business partner Brother is ready to be a consultant. Increase sales potential and grow together on the shareholder’s side Must drive the organization to develop business for sustainable growth for worthwhile returns It also continues the long-term social responsibility projects,” added Mr. Pornphak Upaisinsathaporn.
“Over time, Brother has always been sharing profits back to society and the environment. and the success that occurs in each project that has been implemented sent a sound that echoed back that the business will be stable and strong in the long run It must happen alongside social and environmental sustainability as well. and from the intentions that we have delivered causing those involved or people in society to experience such intentions It’s even more power to bring back the Brother to continue his social activities,” concluded Mr. Pornphak Upaisilpsathaporn.
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