The Japan-based Sumitomo Group is relying on the superior technology and properties of its products to capture a larger share of the robustly growing Philippine construction market.
Yasuhiro Akazaki, Marketing General Manager of Sumitomo SHI Construction Machinery Co., Ltd., said the company is now focusing its marketing efforts in the Philippines on two niche products: the excavator and the asphalt paver.
Akazaki noted that Sumitomo is confident of doing well in these product categories once the market is fully aware of their superior properties.
“What sets Sumitomo’s excavator apart from the rest is its handling. It is very easy to control the excavator yourself and it is very economical in terms of fuel consumption compared to the other major manufacturers. Sumitomo is also working hard to continuously improve the safety features of the excavator, ”he emphasized. “And for the asphalt paver, you can tell the difference when you actually lay the asphalt. It’s the flatness; It’s a very precise flatness. “
However, Sumitomo recognizes that as a newcomer to the Filipino market, the company needs to step up its marketing efforts to increase awareness of its products.
“The most important aspect that we need to focus on in the Philippines today and in the near future is brand awareness. The products are already there. We have already sold two main products in the Philippines. In order to actually increase sales, the main part is to increase the awareness of the brand and the products, ”emphasized Akazaki.
Some of the initiatives they identified include Sumitomo’s participation in as many building-related exhibitions and exhibitions as possible, media awareness campaigns, sending direct emails to target customers, and hosting special events like the ones the company has run with Lego. A certified Lego builder recently came to the Philippines for a Sumitomo event, where she made an excavator from Lego blocks.
Sumitomo re-exhibited its products at the PHILCONSTRUCT Manila Expo 2019 in the World Trade Center in Pasay City.
During the fair, Akazaki said buyers and attendees could see the products in person. “We connected with the customers who visited the Sumitomo booth and answered their questions. PHILCONSTRUCT is a great way to actually spread awareness while also allowing customers to see and touch the excavator. Too bad they couldn’t test it, but at least they knew what it looked like. “
But he said Sumitomo was ready to schedule test drives for the excavators.
Sumitomo is optimistic about the company’s growth prospects in the Philippines. The construction sector is growing rapidly due to increased government and private sector spending.
Of course, as the construction sector grows, Akazaki says builders will look to new technologies to improve efficiency and safety. “This is the benefit of Sumitomo lies. We will introduce new technologies to make it easier for our customers to operate on their construction sites. “
Sumitomo has the capacity to sell approximately 13,000 hydraulic extractors and 300 asphalt pavers in one year. These products are sold in Asia, Africa, Australia, Europe, the Middle East and North America.
Don’t miss out on the latest news and information.
Subscribe to INQUIRER PLUS to get access to The Philippine Daily Inquirer and other 70+ titles, share up to 5 gadgets, listen to the news, download as early as 4 a.m. and share articles on social media. Call 896 6000