TOA Celebrates 50 years – goes towards Thailand/AEC as No.1 leader of paint industry with over 50% market share Ready as paint innovation leader for the green world
- Aims to strengthen brand and develop products and services for health and the environment, and fulfill team’s potential to get ready for AEC -
TOA, the number one Thai and ASEAN paint business, is showing its true potential and emphasizing 50 years of great success by launching the campaign, “50 Years of TOA, We Paint Happiness”. The company is preparing to be the ASEAN market leader by using strategies of brand recognition through business alliances, developing products and services innovations, and reaching the highest standards of paint for life and the environment. Integration between the “TOA DNA”, the development of the potential of personnel towards unstoppable growth, and the activity of delivering happiness TO the whole of Thai society includes the release of a theme song “You Are the Colors of Happiness” by the awesome “Kong-Saharat Sangkapricha” and his dreamy voice.
Mr. Jatuphat Tangkaravakoon, the Deputy Chairman of TOA Group, mentions in the 50 Years of TOA press conference that the success in the past 50 years shows the true efforts and intentions of TOA in delivering the best products and services for consumers since 1964. The results have allowed us to grow to become the number one paint industry in Thailand and ASEAN, and the serve the needs of manufacturing and market expansion throughout AEC countries, and we will serve the upcoming ASEAN Economic Community in the coming year.
‘For branding strategies, TOA plans to fully develop its brand towards being a regional brand that reflects safety for health and the environment, while taking on the challenge of product innovation developments under the policy of “Paint Innovation for Life and the Environment (Greenovation)”. The basic of the plan was to stop using heavy metals such as mercury and lead, and we were the first company in Thailand to achieve this goal (which we did in 1977). Our products are delicate, healthy, durable, and worthwhile and they also help preserve energy.
Going into the 50th year, TOA will continue to successfully develop decorative paints without mercury, lead and heavy metals. We will also proceed and expand the innovation value to other kinds of merchandise such as industrial paints and wood products by setting the deadline to 2016 for product formula adjustments from solvent-based to water-based. Presently, water-based enamels for cement, wood and metal that have been developed successfully are products under the name SuperShield Aqua Gloss. They have a low-odor property and use ten times less volatile organic compounds (VOCs) than other coating paints,’ Mr. Jatuphat said proudly.
Regarding getting ready for development for the AEC era and continuing to play the leading role as a regional brand, Mr. Jatuphat said: ‘TOA will apply successful business models under four main strategies: brand acknowledgement and acceptance, quality of products and services, strength of cooperation of business alliances, and potential of personnel. These backbone strategies will help strengthen TOA in the ASEAN countries that we operate in to build markets towards being the true number one regional brand.
Furthermore, TOA Paint (Thailand) has had an average growth rate of 13% per year while maintaining its number one rank as Thailand’s Most Admired Brand for two years in a row (2013-2014) from a consumer survey of BrandAge magazine, with over 50% of the votes among ten other paint brands.
On the overall paint business in Thailand, Mr. Pongchird Jameekornkul, the President of TOA Paint (Thailand) Co., Ltd. revealed: “Currently, the overall value of the Thai paints business is over 46 billion baht. The decorative paint industry counts as over 50% of the share, and the rest include markets for non-decorative paints such as products for wood, construction chemicals, heavy duty coating, etc. TOA has maintained the highest market share for decorative paint for many years now. For overseas business, TOA remains the top selling brand in ASEAN and has been crowned the Number 1 Regional Brand of International Standard in countries where we are presently marketing – including Thailand. We now plan to fully market in the other three countries of Brunei, the Philippines and Singapore. We are also setting strategies for overseas business management together with the development of local personnel in the countries we are marketing in by implementing the organizational culture of TOA DNA to mold our staff in the same direction.’
For special events to deliver happiness throughout Thailand, TOA is preparing activities such as a song to reflect the company’s steps towards success and desire to paint the colors of happiness; and to thank TOA customers for their great support over the past 50 years with the song “You Are the Colors of Happiness” through the voice of “Kong-Saharat Sangkapricha”. Apart from that, there are activities of bringing happiness to society, which include designing interior and exterior paint for the building of the Queen Sirikit National Institute of Child Health (or the Children’s Hospital) by color specialist Asst. Prof. Piyanan Prasarnrajkit. The Walk-Run Charity for Allergy Prevention Promotion is also jointly being organized with MCOT Plc. to raise funds for medical equipment and supplies.
“The events of “50 Years of Delivering Happiness to Thailand by TOA” will deliver happiness in the form of activities in four main cities: Khon Kaen, Surat Thani, Chiang Mai and Bangkok, and include transforming the 50 Years of TOA logo, building repainting for remote rural schools, strengthening and adapting management seminars for stores and representatives, seminars and activities with architects to strengthen relationships and the official 50th anniversary celebration. This also includes sustainable activities for society under operations of the Mother Li Gim Giew Tangkaravakoon Foundation who has been, for over seven years now, responsible for the royal projects to promote religious activities, sports and health in order to support people with difficulties and patients with financial complications. On the education front, the foundation also supports young people who have outstanding academic performance and profound gratitude to their family throughout the country to promote educational equality,’ Mr. Pongchird Jameekornkul concluded.
