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Captain
in Thailand and pick up individual supplies of Captain’s product.
When asked if he’d noticed any particular trends within the paint industry or from the company’s four sectors of the market, he explains that, “Before, these four parties were only concerned about price and n the world of architecture and interior design, promotions. But over the last few years, they really paint is an essential element that contributes to have taken an interest in Captain’s marketing stratethe overall personality of a structure. Whether purchasing your first home or building a five-star gies and efforts”. Dealers and suppliers have become resort, the color scheme of a project speaks a million incredibly interested in learning about the company’s words about its concept, target market and character- marketing plans and means, which range from evistics. In celebrating the world of design, this month, erything including television commercials, radio and Apartment Living sits down with one of the most suc- magazines. cessful paint industry moguls as he talks marketing, To meet and better serve its suppliers and dealer’s technology and his plans for the future. expectations and inquiries, Captain has developed what Wirutson calls the “Secret Weapons” to its An economics graduate from Fairleigh Dickinson marketing strategy. Topping the list is Customer University in New Jersey, USA, Wirutson Shanlekhabariruk started out in the fertilizer industry. After Relation Management (CRM). “We will continue to make great relationships with our end-users and come joining forces with the family’s painting company even closer to them”, he tell us. In roughly eight years ago, he is learning more about your end-users, now the Executive Director of strengthening relationships between Captain Paint with visionary suppliers becomes and essential plans for the future. “While element, which leads to the strategy Captain Paint is a family of Supplier Relations Management business, I think times are (SRM). changing and we are definitely going to become both a As the company wishes to focus domestic and global brand”, on the marketing communications explains Wirutson. From IT to the prospects, Internal Marketand marketing to research and ing Communications (IMC) is also engineering, many small busicrucial. Captain’s strong desire to nesses that were once either reach out to the community has family owned or local are prompted the strategy of Corpobeginning to adapt to interrate Social Responsibility (CSR). national demands. “Several “While building our much bigger organizations and businesses marketing team, we will be reaching of the past have become quite out to different sectors in the comglobalized. Captain will natumunity such as schools and temples rally move into the future in and even the governor”, says Wirutson. the same capacity”, he continues.
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Wirutson Shanlekhabariruk Executive Director of Captain Paint
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An industry of color
Captain Paint serves four different sectors of the market, which are Business to Business, Factory to Factory, Business to Dealer and the End-User. “For Factory to Factory, we are the supplier to manufactures such as furniture makers. Our Business to Business division specializes in architectural and design firms undertaking large scale projects such as condominiums, hotels, and other complexes”, says Wirutson. According to the executive director, “We also have distributors who buy from us and distribute to retailers all over the country”. This means the end-user or consumer can stop by any major home specialty store
“Moving the business along is the most important marketing strategy of them all”, the executive director tells us. This element is more internal, as it focuses on the human development and the professional development of Captain employees. “I don’t want our staff working like specialists in a particular field, but instead I want them to be knowledgeable on all levels of the business. I want them to be able to take care of the business overall”, he continues. This internal development of staff aims to give employees training and skills that contribute toward growing the overall business.
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On the technical side of things, the company’s plans to beef up its technology grew from the executive director’s recent trip abroad. Wirutson took a trip to Italy and Germany to attend workshops for paint industry professionals. It was during his time in Europe that he learned about the importance of technology and machinery for production. “After the workshops, I became very concerned about the technology and machinery used in my own business. The better the technology, the better things are for your factory”, he explains.
According Captain’s front man, consistency is key as every distinct color must look exactly the same from batch to batch. Whether a customer orders one gallon or one thousand, every time a purchase is made, the colors must be identical. “Better equipment, machinery and technology allows for consistent production, which ultimately allows us to serve our supplier and factory business better”, he states. The company has made plans to special order machines and equipment from Italy and apply the technology in its factories here in Thailand. “So, improving our technology is the progressive plan for year 2010”, he adds. Technology, business plans and marketing strategies aside, one of Captains most notable characteristics happens internally. Wirutson explains, “The family business’ strong point is our corporate culture”. With seasoned employees averaging more than 20 years of experience at Captain, many are quite knowledgeable about the company’s system from start to finish. “While it is difficult for some to think about change, the fact that so many of our employees have learned about running the business, technology and how the world is growing and changing, it makes it a lot easier”, he adds.
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“Because Captain paint is a trusted and quality brand, we’ve managed to stayed in the market for 34 years now”, words expressed by the executive director when asked what makes the brand so special to the market. “We make sure that we are consistent in producing a good product and we never comprise our formula or quality”, he continues. Captain’s product is spread throughout the country in and outside structures most of us are familiar with such as the Four Seasons Hotel, Novotel, Dusit Pro Sports Club in Hua Hin and many hotels and resorts around Pattaya, Chiang Mai and Phuket.
Captain Paint (Thailand) co., Ltd. 63 soi Nathong Rachadapisek Road, Dindaeng, Bangkok 10400 Tel. 02-274-6461-9, 02-692-3983-91 ext. 444 Fax 02-274-5524, 02-274-6470
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