Mitsubishi Electric Kang Yong Watana revealed its marketing plan for the new era. Most recently, the company has launched new products in 3 cooling categories namely room air-conditioner, refrigerator and electric fan highlighting quality products, cutting edge technology, energy saving focus and more comfort. The company will move forward with sales infrastructure upgrading with AI Gallery revamp under the concept “Solution for Energy Saving with Comfort and Convenience”. The company will also introduce Nont-Tanont Chumroen as the new presenter in the latest TV Commercial reflecting the number one electrical appliance brand that consumers trust for over 51 years.

Mr. Shinji Kamiya, Managing Director, Mitsubishi Electric Kang Yong Watana Company Limited, said “Although the COVID 19 situation has been more relaxed, and people are getting back to living with COVID 19 in a new normal lifestyle. It is expected that Thailand’s socio-economy as well as electrical appliance market will revive. However, from the current domestic fluctuation and unfavorable weather condition has affected electrical appliance market and our business performance particularly air-conditioner business which has been affected and grown less than target. The company continued to be able to retain the No. 1 market share position and being trusted by consumers as the No. 1 Brand for air-conditioner and water pump last year.  For our sales in the fiscal year 2022 (April 2022-March 2023), we expect sales growth of 10%.”

“During the fiscal year 2023, the company plans to add more varieties to its product line up. Including we plan to set aside a budget of 1,200 million bath for marketing and branding. The highlight products include the inverter system Mitsubishi Electric Mr. Slim Happy Inverter KX Series air-conditioner. We have also added new 4-door refrigerator model, 4D Smart Freeze, inverter system refrigerator in response to the present market need for more storage. In addition, our company has further developed the sale infrastructure by revamping AI Gallery located at our headquarter. The newly revamped AI Gallery is meant to be the perfect space for presentation to customers and visitors so they can experience the expertise and new technology to fulfil all needs under the concept of “Solution for Energy Saving with Comfort and Convenience” that will cater to the requirement of energy saving, users’ convenience, and suitability for residential and commercial usage. Moreover, for logistics and after sale service, the company has improved the services for quality and fast product delivery to raise the customers’ satisfaction.”

“Mitsubishi Electric Kang Yong Watana marked its 51^st year of establishment last November. The company continues to commit to its philosophy to enhance the quality of life and improve the society through our corporate activities, distribution and services for home appliances and housing equipment. In addition, we strive to take part in solving the social and environmental problems as well as never stop to develop and offer better products to ensure that Thai people can live a stable, safe, and comfortable life”.

Mr. Praphon Potivorakun, Deputy Managing Director, Mitsubishi Electric Kang Yong Watana Company Limited, said “For the past three years, we have unavoidably been living with COVID 19. Business sectors have been affected including electrical appliances market. We have made every effort to strictly comply with public health measures while delivering services to our customers. We also prioritize customers’ hygiene and safety. As a result of adapting to the new normal, people stayed at home more, causing demand for after-sales services, like air conditioning maintenance and cleaning, to rise. Last year, our express team service, which committed to completing repairs within 24 hours after receiving a customer request, was well received in the Bangkok Metropolitan Region, and we were able to respond to 92 percent of customer needs as targeted. We also continue to develop our technicians, equipping them with the specialized skills and expertise they need in order to maintain our standards and build consumer confidence. Besides providing intensive theoretical and practical training courses, we have established the National Skill Standard Testing Center for Residential and Light Commercial Air-Conditioning Technician Level 1 at the AI Center, which has been accredited by the Department of Skill Development since 2020. If you are interested in receiving training or testing, please contact our company.”

“This year, the company has embraced digital transformation. We adopted new technology to enhance our after-sales services through an online platform and encouraged our technician team to become more digital in order to deliver services to customers more quickly and efficiently to achieve long-term customer satisfaction. By Enhancing After-Sales Services, we continued to improve our Online Service System to make it more integrated and efficient by synergizing Headquarters, Mitsubishi Electric Service Centers, and Authorized Service Centers across the country. This will allow us to coordinate and quickly solve problems for customers, as well as monitor the service progress in real time. We have also developed our Warranty Online Register System to allow customers to register product warranty online in real time. The online service system will help improve customer satisfaction in both B2C and B2B segments. At the same time, continuous Improvement of Logistics Efficiency is also critical for boosting competitive advantage. In our efforts to develop an effective logistics system, the company has established warehouses in two provinces, one in Lampang and the other in Khon Kaen, to serve as distribution centers in northern and northeastern regions respectively. Moreover, we have modernized our logistics management to integrate our centralized network into the Online Service System to increase the efficiency in delivering products to customers in a perfect condition faster to achieve a higher level of customer satisfaction under “Speed & Efficiency” policy. This will also help make our distribution system stronger and more sustainable. It would drive Mitsubishi Electric brand to success and always win the consumers’ heart.”

Mr. Shizuo Nakatsukasa, Director & General Manager – Marketing and Sales Division, Mitsubishi Electric Kang Yong Watana Company Limited, revealed “Despite sluggish growth in 2022, the air conditioner market this year is believed to be back on track due to gradual economic recovery and the government’s investment promotion and economic stimulus policies. It is expected the market will grow around 5-10%. This year, the company will focus on brand building strategy to broaden the customer base with highlight on our strength as a quality air conditioning and home appliance brand that uses the latest technology to enable healthier, more comfortable, and energy-efficient living, especially our lineups of inverter air conditioners. This year’s highlights include…

• Mitsubishi Electric Mr. Slim Happy Inverter KX Series designed for comfort and ease of cleaning with complete functions at an affordable price. It comes with fast cooling technology and V-air filters specially designed to keep indoor air clean and safe. It can eliminate viruses, bacteria, and fungi at the cellular level, as well as save energy, as certified by the Energy Efficiency Label No 5.  
• 4D Smart Freeze is a new generation refrigerator developed for the new normal lifestyle with more storage space and neuro inverter for energy efficiency. It comes with 400-litre storage capacity, two independent freezer drawers, supercool chilling compartment that can keep meat fresh longer, vitamin factory that helps preserve vitamins in green leafy vegetables, and a 2-star energy efficiency rating. Another refrigerator is the 2D FC Series that comes with an extra box for more storage space.
• Mitsubishi Electric Fan with Premium Safety Standard in White and Brown Color. Manufactured from non-flammable materials, it has a 3-pin plug that help prevent electric shock and automatic shutdown system when the motor is too hot for safe use. It also comes with a steel outlet cover box for premium safety and a 3-star energy efficiency rating.

In addition to new products, we will continue to boost our sales through our communication strategy and ongoing marketing activities. This year, we will still implement our sport marketing strategy by sponsoring the BG Pathum United Football Club (BGPU) for the fifth consecutive year while raising brand awareness through mainstream media and online channels throughout the year. We will place special emphasis on online platforms, such as social media, VDO content, influencers and KOL utilization to reach consumers in the digital age. We will also initiate sales promotional activities and marketing campaigns, as well as provide sales channels to support our dealers.

“For our latest new product launch, we have planned integrated marketing communication including the launch of new TV commercial campaign, enhancing brand awareness via appointment of Nont- Tanont Chumroen, as a new presenter for Mitsubishi Electric Mr.Slim Air Conditioner. Tanont is friendly and approachable, a talented singer who won The Voice Thailand and The Mask Singer and has attracted a large number of followers of all ages, especially teenagers. We believe that he is well suited to help us build brand awareness and recognition among a wider audience. The new TVC under the concept of “Mitsubishi Electric Never Stop Striving for Excellence” to reflect the image of Mitsubishi Electric. The ad features Tanont continuing to practice singing the same line over and over until he achieves the perfect tune. Even though he has already won the country’s biggest singing contests, he has never stopped improving to become a better singer, just like Mitsubishi Electric – the number one room air- conditioner brand with the largest market share and the number one brand that consumers trust. The TVC reiterates Mitsubishi Electric’s determination DNA to keep developing better and better technologies and products to respond to new lifestyles and create happiness for all.”

“From the above marketing strategies for business growth and providing consumers with additional option to serve their requirements, the company is confident that this year strategies will continue to expand Mitsubishi Electric marketing successes and achieve our sales growth target”, concluded Mr. Shizuo Nakatsukasa.