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MARKETIn 2015, the automobile industry in Thailand is still in a slump. Hi-Kool, although affected by the poor economy, has still been able to maintain its market share of 33 - 35%. This market share is considered satisfactory in view of the fact that the car market in Thailand is in a poor state. Hi-Kool has been able to minimise the effect of the poor economy. The key success of Hi-Kool in maintaining its market share is its strong brand and its vigorous marketing campaigns and opening up of new outlets and new channels of sales. For instance, Hi-Kook has been able to sign many sales contracts with new dealers of car show rooms. It also has successfully strengthened its relationship with over 2,000 installer shops countrywide.

The poor economy and political problems in the country, which have yet to be solved, continue to adversely affect the automobile industry as well as the sales of solar control window films. The sales of new cars declined by about 16.3% from the previous year of 2014. The negative growth has continued to persist for the second year.

The decelerated growth of the car industry has directly impacted the sales of the solar control window films for automobiles. Every window films company has had to make adjustments to their sales strategies Some may have to develop new products that specifically meet the requirements of the consumers, or devise new market strategies to create more awareness of the brand in the minds of the consumers than those of the competitors.

During the past years, there were some new brands of window films that entered the market. Under the present situation, it would be very difficult for them to survive if they do not have a strong and effective market strategy.

ACHIEVEMENTSSince the launch of the Hi-Kool window films almost 30 years ago, the company

has successfully built a strong relationship with its dealers. Not only has the company offered its customers the best quality products at reasonable prices, but it also provided them with sincerity and exceptional services to ensure the customers’ maximum satisfaction. In the beginning the company had only a few customers, but with determination and the drive to excel, coupled with ongoing marketing campaigns, Hi-Kool has been growing steadily over time and now has over 2,000 dealers nationwide. Even though Hi-Kool is a local brand, it has been able to attain a high status in the film market and has become the most well-known and accepted window film in Thailand. Now they can proudly say that there are no automobile window film shops that do not have Hi-Kool films in their stores.

HISTORYLee Vanich Ltd. was officially founded in 1985 with the aim of importing and distributing automotive solar control window films for the Thai market. In the beginning, the company only imported general dyed films with low heat rejection properties. Later on, with the advent of new production technology in America, the company began to import and distribute higher quality and better heat rejection window films such as high performance and sputtered films.

As the automotive industry in Thailand continues to grow, the demand for window films also grows accordingly. In order to meet the increasing market demand for window films, the company has subsequently contacted leading manufacturers in America to produce the films under OEM (Original Equipment Manufacturer) agreements and create the private label “Hi-Kool.”

In this regard, the company only utilises the finest raw materials such as ultra-clear polyesters, Dupont Teijin MT and Mitsubishi N5 Series substrate, third and fourth generation dyed films, metalised and sputter-coated polyesters, pressure sensitive adhesive and laminating adhesive, etc. Thus, Hi-Kool films are custom-produced to meet the required specifications suitable for the weather conditions in Thailand.

PRODUCTWith customised products for local demand, Hi-Kool brand is one of the most popular and best-selling window films in Thailand, as its top film series can reject very high solar heat of more than 80% and ultraviolet rays up to 99%. The solar heat rejection property of Hi-Kool is considered to be highest in the market. As a leading brand in the local market for more than 30 years, Hi-Kool has products that cover all segments of the films market, ranging from the very high end or premium grade - Crystal Vision, and ICE; medium grade - Hi-Kool and Master films; economy grade - Car Kool; and films for residences or buildings - Elite. In addition, Hi-Kool offers a wide range of product series of more than 40 colours with different VLT (visible light transmission) and different degrees of heat rejection, varying from the original series to the modern series for customers with different preferences. The solar specifications of the films are tested both by the manufacturers in compliance with the ASTM, ANSI and NRFC standards, including King Mongkut’s University of Technology Thonburi, Thailand and also by the company.

The company is an active member of IWFA (International Window Films Association) in America. Hi-Kool window films are produced under OEM by the best American converters, utilising the latest state-of-the-art technology called Sputter Multi-Layer Metalising Process.

Furthermore, it also employs Electronic Beam Metalising Coating. With these latest technologies and innovations in production, Hi-Kool films are products of the highest quality that carry a warranty period of seven years.

In 2014 and 2015 Hi-Kool launched two new series of premium window films named “Crystal Vision” series and “Innovative “ series.

Crystal Vision is a premium window film that can reject high heat while maintaining clear vision up to the level of high definition and providing privacy at the same time. It can reject solar heat up to 94% and infrared up to 99.99% which is considered the highest in the market.

Innovative is a new series that can enhance the beauty of the cars.

Hi-Kool’s newest product from USA is “Hi-Kool Handle Guard”, which helps protect the car handle areas from scratches.

RECENT DEVELOPMENTSIn 2015, Hi-Kool continued to develop and improve the quality of the product that was launched in 2014 to make it look more aesthetic. The company has always believed in ongoing innovation and product development. Hi-Kool is always able to quickly introduce to the market new product ranges which answer customers’ fast changing trends and required specifications.

Introduced in 2014, “Crystal Vision” is the new generation of window films of the company. The “Crystal Vision” film is a premium grade film the “Supreme Series” of Super Hi-Kool. It is developed with the latest technology called ‘Multi-Layers Sputtering” process. This series emphasises high heat rejection, comfort and aesthetics.

Hi-Kool continues to improve the quality and develop the product “Hi-Kool Handle Guard,” introduced in 2014. The product is a paint protection film to be installed in the car’s door handles to protect its surface from scratches. The film, which is produced with the latest technology and innovation called “Self-healing,”

Things you didn’t know aboutHi-Kool

l Hi-Kool window films are produced under OEM by the best American converters in accordance with the company’s required specifications provided to them to suit the local weather condition in Thailand.l Every minute at least one car installs Hi-Kool film, and more than 500,000 new cars install Hi- Kool films each year.l Hi-Kool also distributes other products such as films for buildings and residences, safety films and door handle paint protection films.l In the past 30 years, the total length of Hi-Kool films installed to all cars is equivalent to 8.4 times of the distance from the southernmost province of Yala to the northernmost province of Chiengrai.l Its total number of square metres sold and installed (about 7,140 square meters) can cover 1,936 football fields.

can heal itself from scratches. Moreover, it has high durability and high resistance to any scratches.

PROMOTIONLee Vanich is committed to deliver to its customers the highest quality products and best services. The company is also committed in building trust to

improve brand image and to keep connected with its customers. Moreover, another main goal of the company is to educate end users about window films, solar energy and other relevant information.This is to make sure that consumers have theright knowledge about the products and makethe right decision so that they can choosethe products that best suit their needs.

In 2015, Hi-Kool launched its new communication campaign titled “Guru of solar window films for over 30 years”. This advertising campaign highlights the three main properties of Hi-Kool films, namely “Coolness,

Worthiness, and Durability”. The campaign intends to generate confidence of the consumers in the Hi-Kool films which has been in the market for more than 30 years. It appears on 360 degree communication at all contact points such as TV, radio, magazines, newspapers, city buses, outdoor exhibitions and social media, emphasising the use of online media as more and more people use online communication.

In addition to the advertising campaigns, Lee Vanich believes in building long term and strong customer relationships by committing to offer and support its dealers with special promotions, equipment and tools, as well as any marketing materials to make sure all of its dealers receive the maximum satisfaction and benefits from the use of the products. Hi-Kool also arranges free holiday

trips to foreign countries for dealers who meet the purchase target. These are the reasons that made Hi-Kool one of the most recognised and accepted brands by both end users and dealers throughout Thailand.

BRAND VALUESLee Vanich is committed to supplying high quality products to the market at reasonable prices. As a result, Hi-Kool films are best-known in the market for their ability to reject a very high solar heat, as well as for their durability and value. Furthermore, the company believes that brand value carries social responsibility value. As the company is proud of its success of Hi-Kool brand, it has never forgotten to give something back to society. Corporate Social Responsibility is considered one of the most important objectives by the company. Each year the company donates money and supports the underprivileged schools upcountry with learning materials, sport kits, and other facilities to make sure that the students will have an opportunity to learn and have better living conditions.

www.hikoolfilm.com