White horse battery, Thai nationality, comeback to win the market 5,000 million

Mr. Nattaphon Wilaipornrattana Managing Director, Kosol Industry Co., Ltd., 3rd generation heir, manufacturertake a torch on a white horse Thai nationality revealed to “Than Economics” that Kosol Industry was established with the first battery factory in Thailand. Officially in the year 2500 to the present for a period of more than 60 years, which in the past Marketing may not be continuous because of high competition. Especially from the entry of brands from Japan that have marketed and poured advertising until they can dominate the market until now.

However, from studying the market and the product, taking a white horse flashlight We found strengths, especially the quality of white horse batteries that have both the amount of fire and good capacity. While the price is 2-3 times lower than brands from Japan, it sees market opportunities, so it began to manage since 2021, starting with organizational change. Establish a new organizational chart to meet standards Be a agile organization move forward with strength with quality personnel All-around expertise

Later, a sales team was set up under the name “Key Dealer & Modern Trade Team” to expand sales channels for taking white horse flashlights from originally focusing on selling to wholesale stores in the provinces. And wholesale stores will distribute to general stores themselves. But the current market conditions that have changed make the wholesalers Grocery stores began to disappear. Therefore focusing on expanding to modern trade and new stores instead, with the recent expansion of more modern stores such as 50 branches of Amorn Electronics, online channels such as Lazada, shopping, etc., and recently entered Available in Makro etc.

“We decided to enter the market during the COVID period. Although we know that many businesses are downsizing, we see it as a period of preparation. in organizational adjustment Transform the organization Because when everything is open We are ready to run right away. Therefore, after the COVID situation resolves will see a white horse battery Ready to go to the area”

The next step (Next Step) will be moving forward with the marketing strategy for photographing white horse flashlights. By focusing on communication to reach a wide range of consumers. To get to know and experiment Because when you try to use it, you will know that our quality is as good as foreign brands.

Therefore, complete marketing and adding new distribution channels give more to both retailers convenience stores, modern trades, online channels and social media Therefore, it is important to market the white horse flashlight today. There are also trials in foreign markets. by exporting to the United States, South Africa, including neighboring countries which is seen as an opportunity to grow in the future

In addition, the company has plans to develop new products into the market. Most recently, the 60th anniversary edition of the white horse battery has been released in all channels. Including developing new products to market continuously This year, the company aims to increase sales to 70 million baht, an increase of 100%, and aims to increase sales to 200 million baht in 2024 and 500 million baht in 2025 as well.

“I believe that the Thai market still has potential. Because batteries are still needed at the same time, there are plans to develop new products. to respond to the lifestyle of the new generation as well

As for the current flashlight market, it is worth 4,500-5,000 million baht, divided into 80% of the batteries from Japan, the rest from America and Europe 5-10%, from China 5-10%, while Thai brands have a market share of about 1%. However, from entering the market from now on, the company aims to increase the market share to 10% within 3 years.

Page 16, Than Sethakit Newspaper, Year 42, No. 3,857, January 29 – February 1, 2023