Issue05 : 9 June 2014

Sometimes in the rush to exploit the growing youth market, companies can forget its more mature citizens. However, SCG shows that age is no barrier to commercial success.

Economic development and an ageing population are natural bedfellows. This applies as much to Thailand as to other countries around the world. The Institute for Population and Social Research, Mahidol University has estimated that by 2015 approximately 20% of Thais will be over 60. This represents a potential mass market with very specific requirements.

One company that is keen to capitalise on this emerging opportunity is Siam Sanitary Ware Co. Ltd., which retails COTTO products and is part of SCG Thailand. The firm is currently number one in Thailand and third in ASEAN for bathroom fittings, with a projected turnover of 6 billion baht (US$183 million) for sanitary ware and fittings in 2014, up from 5.2 billion baht (US$158 million) last year. Around 30% is exported, mainly to other ASEAN countries.

At Architecture 14 Expo held late April in Bangkok, the company unveiled its new SCG Eldercare Solution range.

“Right now it [over 60s] is not a big market, but we think in the future it will be, the same as in Japan and Europe,” says Tanasak Sakariganon, managing director of Siam Sanitary Ware. “The people in ASEAN are living longer than before.”

Siam Sanitary Ware has been working with Mahidol University to develop its SCG Eldercare Solution range. While Siam Sanitary Ware provides the engineering know-how, the university provides an essential link to medical data.

“To make this [SCG Eldercare Solution range] successful we needed new knowledge,” says Sakariganon. “We needed medical knowledge about the physiology and anatomy of the elderly, and their biological and social changes.” This is why the company selected to partner with Mahidol University, which has two hospitals, a medical school and a medical engineering school.

One important area is the bathroom, where 25% of falls by the elderly within the house occur. In SCG’s bathroom showroom at Architecture 14, hand rails are placed about the sink, toilet and shower unit, but instead of being made out of chrome they are wooden. For Sakariganon, it is important that customers feel that they are still living in their home and not a care home.

“It is convenient for older people to stay in their old house,” he says. “We have redesigned our products to be friendlier to use and not to look like a hospital. Wood is one of the materials that gives you a homely touch.”

The overall package starts with a visit to the property by trained staff to assess particular needs, and includes a health check, after which a solution is proposed that is tailored to the individual’s requirements.

SCG Eldercare Solution was part of the Universal Design concept that SCG showcased at the Fair, which included its vision for the future sustainable home – The NEST. This is in line with its plan to become the sustainable business leader in ASEAN.

“We do believe that … we will continue to deliver quality of products and services that best serve every need of customers in ASEAN,” Anuvat Chalermchai, brand director of SCG Cement-Building Materials said at Architecture 2014.

For more information about SCG and its subsidiaries, please visit http://www.scg.co.th/landing/index_en.html.

SCG was established in 1913 following a royal decree of His Majesty King Rama VI to produce cement, the main building material for infrastructure projects that greatly contributed to the progress of the country during that period. Since its founding, SCG has grown continually and diversified into three core businesses, namely SCG Cement-Building Materials, SCG Paper and SCG Chemicals.

Throughout the past 100 years, SCG has been relentless in organizational and employee development which helps drive innovation in products, services, processes, and business models to create higher value and address the needs of all parties concerned. Moreover, the Group is committed to contributing to the sustainable progress of the communities where SCG operates and pledges to become ASEAN's business leader as well as a role model in corporate governance and sustainable development.

Words by Mark Bibby Jackson