Singer, leader in home electrical appliance hire purchase, is strengthening its sales efficiency through aggressive marketing strategy that reaches out to target consumers. The company aims to increase sales by 40 million baht a month with 100 new mobile units and better services to turn the operation to high profitability amid the current economic slowdown resulted from severe economic crisis in the United States and Europe. "Singer Day" is launched as an activity to get close to consumers everyday throughout the year under the concept of "Meet Singer on Singer Day" for brand-new products, trade-in privileges, pre-owned goods and free repair.

March 25, 2009 - Singer Thailand Public Company Limited, leader in hire purchase of home electrical appliances and sewing machines under the brand name of SINGER for over 120 years, announces its plan to go aggressive amid the currently sluggish economy with continued strategy to reach out to consumers in all areas. The company believes the poor economy will be a major factor in convincing consumers to consider very carefully before making product purchases, taking into consideration the functionality, value for money and trust worthy after-sales services.

"Singer expects more grass-root consumers in the provinces and Bangkok to consider Singer products because the brand is highly known for quality and price for value with payment options to deal in cash or installment. Singer possesses excellent value for money and will be a better choice against other low-priced products that are not known to customers," said Boonyong Tansakul, Deputy Managing Director of Singer Thailand PLC.

"This year, we are still looking to offer great product experience to customers, a carried over plan from last year, where Singer focuses on product services such as the trade-in campaign, special price products, good condition pre-owned goods and of course after-sales services, which have become the factors differentiating the brand from others. As for the after-sales services, Singer continues to offer special privileges such as free labor charge and spare parts at special prices to enhance good impression and confidence on the part of the customers," he said.

"Going out to meet target customers has always been the key strategy for Singer. Knocking on doors has been the company's most successful strategy especially in the provinces so this year we are strengthening our team with Singer Day activity, which uses brand-new pick-up trucks in attractive decorations and carrying vast supplies of Singer products to all targeted sales areas all over the country. The activity is also accompanied by experienced sales personnel and skillful repairmen to provide services and necessary advice on how to use household electrical appliances effectively. Singer Day mobile units comprise over 600 vehicles and 100 newly rented vehicles to expand the fleet. For this activity, Singer has already invested over 50 million baht," he explained.

Singer also complies with the latest government initiative, "the 2,000 baht allowance check" campaign given to certain working professionals in order to help them with extra income. Using the check to buy Singer products will entitle the buyers for 3 different privileges to suit the lifestyle;

Option 2: Using the 2,000 baht check with 1,500 baht worth of cash to buy Micro Hi-Fi DVD player with regular price of 5,290 baht or add 1,200 baht to buy microwave oven, whose regular retail price is as much as 4,900 baht.

Option 3: Using the 2,000 baht check to buy good conditioned pre-owned goods at "one price", which include TV set, refrigerator, stereo set, washing machine, gas stove and satellite dish.

As for the performance of Singer Thailand PLC in the past year, the company reported total revenue of 2.355 billion baht with declining accumulated losses incurred during the motorcycle hire purchase operation. The accumulated losses improved from 1.233 billion baht in 2006 to 500 million baht in 2007 and 82 million baht by the end of 2008, proving the company's success after shifting the focus back to home electrical appliances.

"Although the economic and political situations cannot tell anything much at this time, Singer remains confident that consumers possess ample purchasing power but with greater consideration to make before making a decision. The consideration may include product benefits and purchasing convenience such as cash and installment options," said Boonyong, adding that for all purchases of Singer home electrical appliances, Singer provided "Worry Free Installment Program" with free insurance policy to ensure product ownership in case of death. The value of remuneration to help close the hire purchase account is as much as 60,000 baht.

Singer to launch "Singer Day" nationwide, along with adding 100 more mobile units to caravan fleet and setting up branches and sub-branches to stimulate sales and reduce expenses