Although it is a price-sensitive market, the Sun Group of Cos. (SGC) believes the Philippines has strong market potential despite of Covid-19
“I realized that this is a good market to tap. Filipinos are known to spend their hard-earned money on things that they find sulit. Filipinos are born frugal. It has become a norm that before they purchase something, they will check first if they will get their money’s worth or even more,” Richard Lim, chief executive officer of SGC, said.
Aside from making sure that SGC offers products that the market needs, Lim also pointed out that it wants to ensure the price is within the spending capacity of Filipinos.
To build brand awareness, Lim said SGC partnered with different influencers and media outlets targeting different kinds of audiences. It also made sure to build their online presence through their social media handles. “And through our offline presence in stores, we make sure that our brand stands out against our competitors. This way, we are sure that we are reaching everyone from different walks of life,” he said.
Lim believes in combining youth and experience in marketing as it brings balance to the campaign execution and decision-making. He added that experienced team members provide the right amount of expertise while fresh graduates bring new and fresh ideas or insights.
To expand its market presence, SGC has put its products online where customers within Metro Manila can enjoy free shipping. It has also partnered with Lazada and Shopee so it can cater to those who want to purchase Xtreme products in other parts of the country. “No pandemic can stop us in providing quality and affordable appliances to every Filipino. This has been our goal from the beginning,” Lim explained.
Lim said SGC single-mindedly sought to establish its own identity and stand out, adding that establishing a presence through the stores, talking directly to clients and knowing the competitors helped push the brand.
“We took the time to be physically present so we could understand the market and we separated ourselves from what our competitors were doing,” Lim underscored.
SGC is set to officially launch its brand and products this year after the country’s battle against the pandemic. For the occasion, Lim said the company will introduce their newest products to beef-up the current offerings.
Established 15 years ago, SGC has ventured in various industries ranging from hospitality to technology distribution. It employs some 1,200 employees.