"Tiger Cement" Joins Hands with "M-150" in Marketing Collaboration Year 2 To Stimulate Building Materials Market, Starting on Labor Day
The marketing collaboration between SCG’s Tiger Cement and Osotspa’s M-150 energy drink last year enabled both of them to expand access to their customer groups, maintain market share and stimulate the market during the COVID pandemic. The previous campaign in 2021 has received greater feedback than anticipated from plasterers, contractors and building materials stores. Therefore, SCG and Osotspa join forces again in the "Fight Like a Tiger with Unlimited Spirit Year 2” campaign to stimulate the market and promote Tiger Cement sales through a special marketing promotion offering M-150 Original x Tiger Brand Limited Edition to plasterers and contractors who can participate in activities of the Taem M Line Account. They will get triple points that can be redeemed for prizes /discounts on the exclusive premium collection or a lucky draw to win big prizes all year round. The campaign also includes the special seminars of Tiger cement x M-150 nationwide.
Mr. Siamrat Suttanukul, Chief Marketing Officer of Cement and Green Solution Business, said “The collaboration of Tiger Cement x M-150 in 2021 brought great success. It has stimulated the atmosphere and helped maintain its share in the building material market through promotional activities that help the brand reach a greater pool of customers. The campaign also gave an opportunity to gain more insights into buyers, plasterers, and contractors, who participated in the program. Therefore, we further extended the collaboration, launching the "Fight Like a Tiger with Unlimited Spirit Year 2" campaign with the same partner in 2022 in celebration of Labor Day. Besides the "M-150 X Tiger Cement Special Limited Edition" energy drink, a promotional tool that will be given away from May 1 - August 31, Osotspa also offers a CRM program and special benefits through the Taem M LINE platform. Special benefits for Tiger Cement customers include getting X3 Taem M points, plus an opportunity to redeem premium items, namely polo shirts, t-shirts, and recycled bags made from banners of last year's campaign in accordance with the Circular Economy concept. Customers can also accumulate points to win big prizes. It is expected that over 10,000 plasterers will join the campaign and it will hype up the atmosphere and stimulate sales at the building materials store. The campaign also includes seminars for plasterers nationwide and tasting activities at building material shops and construction sites. The visibility activities will be done at both building materials stores and M-150 network stores to promote the campaign in all channels. This campaign is considered another cooperation to create a new marketing spotlight by using the strengths of both brands to create new ideas and expand the business. Tiger Cement estimates the sales of participating products, mixed cement (Tiger Cement Plaster, Tiger Super and Tiger Special Formula Plaster), finished cement products (Tiger Mortar: only general plaster and aerated bricks plaster), Tiger cement glue and Tiger Decor products to grow by approximately 8-10% from the previous year.”
Mrs. Wannipa Bhakdibutr, Chief Executive Officer of Osotspa Public Company Limited, said “Nowadays, marketing collaboration is a successful strategy of various brands, including the cooperation between Osotspa's M-150 brand and SCG's Tiger Cement, which is considered a perfect and strong synergy of two leading brands in different market. Through sound understanding of their consumers, both brands managed to design a campaign that was able to effectively reach and attract the builders and contractors who are the target group of both brands. As a result, the "Fight Like a Tiger with Unlimited Spirit” campaign in the past year received an outstanding response. We are confident that the campaign " Fight Like a Tiger with Unlimited Spirit 2” will succeed as well."
