Sammakorn reveals its marketing strategy for the year 2024, confident in achieving a 20% sales growth by reinforcing the concept of comfortable homes through all promoting channels. They are launching new campaigns, combining innovative ideas to captivate and create memorable images and brand identity in consumers’ minds. They aim to accelerate brand recognition throughout the year, entering the market of single-family homes progressively, capturing attention in the luxurious and upscale segment. The strategy addresses all the housing needs of the landed house for the first-time homebuyer customer group, including the group that aims to expand the family in every dimension. Despite the economic factors that may impact sales, they believe there is potential in the real estate market.
Napon Janetumnugul, the Managing Director of Sammakorn Company Limited (Public), experienced in high-quality housing development for over 54 years, reveals that in the year 2024, consumers continue to show interest in landed properties. This is attributed to the increasing trend of remote work, allowing people to choose their residential location freely and providing more space for various activities. However, consumers still emphasize the importance of construction quality and functional design, seeking to customize each room to better suit their preferences. This aspect is considered of utmost importance by Sammakorn.
Based on the above consumer behavior, Sammakorn is focusing on the development and launching of additional single-family home projects under the concept of comfortable living. This starts with finding suitable locations for residential living, ensuring convenient transportation and addressing common housing issues for Thai people, such as ventilation and house positioning due to the hot climate. Sammakorn places great importance on every detail, including creating functions that cater to the lifestyle of each segment, alongside constructing an environment within the project that is pleasant and comfortable, providing the happiness for residents, regardless generations and ages.
Moreover, Sammakorn remains dedicated to delivering quality homes to customers throughout their 54 years of existence. Additionally, the company emphasizes expanding their rental property business, which is one of the main businesses that Sammakorn focuses alongside with continuing the development of housing projects.
In the current year, Sammakorn’s various housing projects will progressively target the upscale home market segment, specifically focusing on first-time homebuyers and those looking to expand their families. This includes both single-family houses and twin houses priced between 5-15 million Baht in the metropolitan areas such as Mitti and Anapana projects. The company is also keen on catering to the luxurious lifestyle market segment, which is a result of the excellent response from the previous launches of the Luxury Homes projects.
Under the new marketing strategy, both externally and internally, Sammakorn has outlined key elements for their External Strategy
1) Data-Driven and Creative: Data will serve as the central axis and core of all company activities. General and in-depth data will be applied more extensively to every work function, including marketing activities. The focus is on infusing creativity into all aspects of Sammakorn to create differentiation to establish a unique brand identity that communicates authenticity and trustworthiness. Examples of this approach include advertising films such as “The UnStereotype Family By Sammakorn,” which invites people to see another perspective of the term “complete family.” Additionally, the advertisement film “The Broken Home” portrays real-life stories that happen in the houses, bringing attention to intimate aspects that people might overlook.
Furthermore, there will be a “Home Fill-in Interactive Exhibition,” an innovative exhibition where individuals can explore their own needs and those of their family members. The exhibition will take place from January 12 to January 16, between 10:00 AM and 10:00 PM, at Level G, Siam Center, Atrium 1.
2) New Marketing Activities: Affiliate Program: Implementing an affiliate program that rewards referrals. This program encourages customers to recommend Sammakorn to others, fostering word-of-mouth marketing. Testimonials: Sharing real-life stories and testimonials from Sammakorn homeowners in various projects. This helps in reflecting actual experiences and building credibility. New Campaigns: Launching new campaigns to communicate responses to customer needs. For example, a “Partnerships Campaign” that involves creative collaborations with different brands.
3) Environmental Sustainability Project and CSR Campaign: Initiating an Environmental Sustainability Project and a comprehensive CSR Campaign for sustainable environmental practices and upcoming community projects. All these elements of the External Strategy will be presented through marketing activities such as sales events, special campaigns, promotions, and events. These activities will run in
tandem with the creation of a community for each housing project, aiming to establish relationships between customers and the brand, ultimately fostering brand love and loyalty.
The internal strategy of the organization focuses on creating suitable welfare programs for all employees, ensuring that every member of the Sammakorn family feels secure and comfortable in their workspace providing various benefits and creating a sense of ease and well-being for the families of all employees.
The overall real estate market in Bangkok and its surrounding areas in the past year is considered less favorable than expected, experiencing a 3% down fall compared to the previous year. The single-family homes and townhomes sectors saw a decrease of 5% in percentage terms. This decline is attributed to the economy not being fully recovered, with only the tourism sectors showing significant signs of recovery. Additionally, the upward adjustment of interest rates has had a significant impact, leading to a reduction in purchasing power due to higher housing loan costs. Moreover, the high household debt levels have created continuous resistance and pressure, resulting in a consistent decline in purchasing power. Therefore, it is anticipated that the real estate market will show minimal expansion, closely aligned with the overall economic growth of Thailand. The effectiveness of the government’s economic stimulus policies remains to be seen and will play a crucial role in determining the extent of the market’s recovery.
In the year 2024 Sammakorn remains dedicated to the continuous development of high-quality housing projects and is confident in the potential of the customer base they have established. The company has set a growth target of 20%, equivalent to sales of 3,600 million Baht. Which in contrast of the economic situation of the past year. This growth is anticipated to be driven by the introduction of new 4 housing projects that are about to be launched, including Anapana Chatuchot, Mitti Ratchaphruek – Ratthanathibet, Providence Lane Kasetsart – Nawamin, Lasalle, together with the projects currently being developed include: Anapana North Ratchaphruek, Ladprao 91 and Ekamai – Ram Intra locations. The company has also outlined marketing strategies that align with their goals and target customer preferences. The Managing Director of Sammakorn Company Limited (Public Company) concluded these statements.
