SCG Paper is heavily marketing its Idea Work premium-grade paper in a bid to double its paper sales to Bt1 billion next year, from Bt500 million expected this year.
"The challenge is to persuade users to shift from standard to premium paper. That's why we have to conduct roadshows in offices, to offer paper samples for testing before making the decision to use it," business manager Danaidej Ketsuwan said yesterday.
The company is rolling out aggressive marketing activities for premium-grade paper aimed at corporate and end-users, backed by b Bt100-million promotional budget.
SCG Paper made paper products for industry before entering the enterprise and individual end-user markets last year with th launch of its Idea brand.
At that time, the company introduced Idea Green paper and received good feedback from state agencies, corporations and students.
The government has a policy of procuring green products, which boosted sales of the company's green paper, as well.
SCG Paper this year brought out an innovative paper, product called Idea Work, to tap customers requiring high-quality paper for work. Idea Work paper is priced higher than standard and green paper, by Bt2 to Bt110 a pack.
Despite being more costly, consumers needing high-quality paper for activities like presentations and printing will like it.
Total paper consumption this year is expected to climb 6 per cent to 200,000 tonnes.
One positive factor driving paper consumption is cheaper prices for printers.
The company targets its two paper products to grab 15-20 per cent of the market next year.
Premium paper accounts for 30-40 per cent of the Bt6-billion paper market.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment