23 May2016
PD House Adjust Look, Show Strong Before Initiate AEC Market. Confirm Q2 Sales 700 Million
Mr.Pisa Thammawiset, manager of PD House Corporation of PD House Home Builder Center disclosed that the demand of the consumers for the house in the 2nd quarter tends to go higher, assess by the numbers of customers visited our 43 offices all over the country. The demand for home builder in the south is higher compare to last year and the growth of the reservation of all offices in the past 4 months grew close to the target sales amount set.
The competition in the 2nd quarter is mostly on the price especially in Bangkok and surrounding area market where there are more than 100 entrepreneurs. In upcountry, the competition is not heated and the entrepreneurs emphasize more on building confidence to customers more than competition on price.For PD House,we launched a promotion called “Yen Chai Wan Maha Songkran”to arouse the decision of the customers by providing 3 steps privilege 1) free air conditioner 2)reservation cash discount 25,000 baht -50,000 baht and cash discount 50,000-100,000 baht on contract signing date and 3) free modification up to 2,000,000 baht (in accordance with the cost of construction).It was expected that the total sales amount will reach 700 million baht in the first 6 months.
The marketing strategies of this year besides advertised and public relation, the company launched Local Store Marketing (LSM) via activities Below the line and Above the line such as cutouts, local newspaper, local radio, free magazine, and exhibition along with online or Social Media Marketing. The strategies used was complied with consumers lifestyle and behavior to access and build brand awareness among consumers all over the country.
“ PD House is the only company which drive the home builder business through franchise system. The main concept of the business is one standard throughout the country. This is well accepted by customers and investors. At the beginning of home builder franchise launching, most people think that the system is impossible. Now it is proved that the system worked and many investors both in home builder or other field of business try to follow the system with their own business.”
Mr.Sitiporn Suwannasut, CEO of PD House Corporation Co., Ltd added that the company perceived the success today as a starting point. Though the home builder franchise has lasted for 7 years now, PD House wants to prove the sustainable of the business and the most important thing is to preserve the product and service standard and to be accepted by consumers, prospects business alliances and investors. Furthermore, we want to prove that home builder franchise can be sustainably survive through the economic crisis.
In the past 2 years we stopped opening some new offices because of we were concerned with the political and economic situation in the country. In the year 2016,we plan to reopen the offices in the south that temporarily closed. Those are Suratthani and Krabi. The new target in the north and northeast are Nakornpanom and Petchaboon. However, we don’t hurry to open the new offices but wait and see the economic situation and adjust the plan in accordance with the situation. We hope to open 2 or 3 new offices this year.
Mr.Sitiporn also said that the 5 years plan of the company (2016-2020) is to extend home builder business to neighbor countries such as Laos, Cambodia and Myanmar. The extension will be in the form of co-invest and home builder franchise system. Recently, the company changed the brand or logo to a new one to communicate the brand to the investors and the consumers. The new logo is a 3 dimensions which express the continually growth and transparency. The green, blue and grey is used to express the environmentally friendly, cope with technology and in accordance with the product and service of the company—PD HOUSE.
The company has registered the logo with Department of Intellectual Property, Ministry of Commerce in March 2016.If it is granted, we will registered in the ASEAN countries later. The reason for registering is to prevent imitating the trade mark in the future.