Carrier targets 25% sales increase in Thailand

With Thailand’s air conditioner market heating up, B.Grimm Carrier, the local distributor for America’s Carrier Corporation, said it would invest over $6.4 million in marketing to achieve a 25 percent increase in sales this year.

Carrier is the third best-selling air conditioner brand in Thailand, with a 17 percent share of the market. Last year, the company’s sales totaled $206 million, an increase of 35 percent over the previous year. The company’s target is to capture 21 percent of the market this year.

Average temperatures in Thailand’s summer, or hot season, have steadily risen during the past decade, increasing demand for efficient air conditioning. The market grew by 9 percent last year and was valued at about $1.2 billion.

“Competition in the air-conditioner market is fierce,” said Woraset Tantisiriwat, the company’s Managing Director. “We will expand our target customers to younger people who will buy air conditioners based on rationale.”

Carrier is also using star power, aside from reasoning, in its marketing campaign. The company has hired popular singer, actor and actress as brand ambassadors to promote its range of air conditioners.

Also, the company is introducing new models that use inverter technology, which is more efficient on compressors and saves on electricity.

Woraset said he expects sales of Carrier wall-mounted air conditioners would grow by 50 percent this year to $120 million, while sales of commercial air conditioners would grow by 10 percent to $138 million.

In the overall market, home air conditioning sales accounted for $770 million, while commercial air conditioner sales totaled $418 million.

Photo courtesy of