What is Sales and Marketing Strategy of Siam Cement Company?

Thought-leadership and SEO focus on green construction, lifecycle cost tools and case studies to capture specification intent.

Paid search and social target renovation and self-build demand; campaigns run on LINE, Facebook, YouTube and TikTok in Thailand and Vietnam.

Salesforce-driven ABM and email/webinar programs nurture enterprise accounts and drive specification adoption for low-carbon cement and advanced resins.

Marketing automation sequences map leads across project stage and materials basket size; propensity models inform cross-sell to roofing, insulation and M&E.

Dealer incentives, POS branding, contractor loyalty apps and demo events drive sell-through; trade media and OOH target corridor projects.

Active at Architect Expo Thailand, InterPlas, Propak and ASEAN Sustainable Energy Week to showcase decarbonization and circular-packaging solutions.

Primary targets: developers, contractors, FMCGs (Scope 3 compliance), plus homeowners seeking safer, energy‑efficient homes.

Durability, lower lifecycle carbon, and integrated services (design + supply + recycling) to reduce total cost of ownership and regulatory risk.

Frontier provinces: emphasize value, availability, and logistics; tier‑1 cities: promote innovation, decarbonization, and certification support for green building codes.

Frequent DJSI World/Emerging listings and high CDP ratings support enterprise procurement. SCG reports Scope 1–2 reductions targets and product-level low‑carbon labeling.

Unified go‑to‑market bundles through dealers, direct sales for large projects, and partnerships with designers and logistics providers to ensure end‑to‑end solutions.

Supplier RFPs increasingly require sustainability credentials; inclusion in green procurement shortlists has driven higher win rates for projects specifying low‑carbon materials.

Objective: maintain stakeholder trust during energy and petrochemical downcycles via transparent investor and customer communications on cost pass-through, operational hedges and green capex continuity; channels: IR webcasts, sustainability disclosures and trade media. Results: protected key-account retention and specification continuity; sustained inclusion in DJSI; lesson: proactive ESG and performance data reduces procurement risk perceptions.

Objective: drive homeowner engagement for roofing, insulation and bathroom brands via before–after renovation series with cost and energy savings breakdowns across YouTube, TikTok, Instagram and LINE OA. Results: high engagement and lead completions with localized conversions during hot-season promotions; success driver: practical measurable benefits and installer tie-ins.

SCG go-to-market strategy pairs ABM for large projects with omnichannel retail for DIY and contractor segments, improving conversion and retention through combined digital marketing initiatives and field support. See strategic background in Brief History of Siam Cement.

Across campaigns: double-digit SKU growth for Green Choice (2022–2024), online home sales to low double digits share (2024), multi-year FMCG packaging contracts regionally, and measurable NPS and fleet-utilization improvements for CPAC; marketing spend shifted toward digital and ABM to align with SCG sales and marketing objectives.

Success relied on procurement-aligned documentation, credible LCA and CO2e proof, logistics integration, contractor loyalty programs, and technical co-creation with customers—core to Siam Cement Company sales strategy and SCG marketing strategy.

These campaigns supported SCG market penetration strategy in Southeast Asia, strengthened SCG customer segmentation by separating specification-led B2B from retail/contractor micro-orders, and reinforced the SCG distribution and channel management approach.