Mr. Piya Prayong, President, Pruksa Real Estate PCL, revealed that, “The Company recognizes the changing behaviors and attitudes of consumers, and so has conducted studies on behaviors and attitude of new generation consumers and discovered that customers now put a lot of consideration on after-sales quality and service, and focus less on product prices. Thus, the Company has executed the strategic plan ‘Pruksa 4.0’, of which one of the main strategies is Smart Product, featuring the development of high value-added products which will increase product value for customers’ maximum benefits in terms of quality and functionality. The Company has implemented this initiative in several projects, covering townhouse, single-detached house and condominium.”
“As an example on design to increase value in the townhouse project, the area at the back of the house is strengthened by using foundation pillars that are of the same size used for the house itself so that the space can be used for several purposes, and the use of precast staircase manufactured from factories that are standardized, strong and durable, with the breathable design featuring the interior air ventilation system, with the concept of pulling pure air from the outside to improve ventilation inside the house and thus reduce heat. Furthermore, the electricity expense can be saved and the house is equipped with the home automation system that can control electrical appliances in the house via smart phones.”
Increasing value of the townhouse project can be achieved by adding the functionality to the lower floor, specifically by incorporating one bedroom, full-function bathroom and Thai kitchen to satisfy comprehensive needs and enhance convenience for the elderly, together with the security alarm and fire alarm in case smoke is detected. The system will send a notification to the phone and the house interior can be viewed via CCTV cameras. Furthermore, the digital technology i.e. smart access system is used in condominiums to increase safety and convenience at the entrance, including notification and different services via mobile application. The electrical system in the unit can be controlled for convenience and expense management with the most recent Smart Home innovation. For the public utility, the sky facility concept with the unique roof glass pool has been developed for customers to feel new experiences as well as to create identity for the brand.
Apart from the Company’s re-branding initiative to enhance the modernity of brand image, the development of high value-added products (HVA) is considered another key strategy that has been executed as well, with the objective of increasing competitive advantages by establishing clear uniqueness and differentiators for the products, as well as ensuring brand awareness among consumers. In this regard, the Company has been continuously improving work processes in order to deliver the best accommodations and services to customers to encourage maximum satisfaction.