A STRATEGY FOR GROWTH FOR PERSWOOD

Perswood

After 30 years in the business, Timber flooring company, Sin Kim Heng, needed to review the strategic direction of its business, for future growth. 

  • SCOPE
  • STRATEGY
  • DESIGN
  • ACTIVATION
  • INDUSTRY
  • B2B
  • INDUSTRIAL

CHALLENGE

How can a business that has built a solid reputation for quality service and workmanship, remain competitive with a labour crunch in Singapore? Furthermore, how it could it target diverse segments like architects, developers and contractors, who had different needs. Additionally, the business was missing out on the opportunity to work with a new generation of architects and designers, and in an increasingly commoditised market, positioning became critical to the business.

SOLUTION

We crafted a strategy based on researched customer insight to identify a brand opportunity for Sin Kim Heng, and decided to reposition it as a premium solutions business for specifiers such as architects, as well as developers. Perswood would become the solutions brand for the business, with a separate brand targeting contractors.

IMPACT

By engaging with designers and architects early on in the design process, Perswood is able to position itself as an enabling partner, through sound technical knowledge, for the most complex projects. Its client list including the newly renovated Victoria Concert Hall speaks for itself.

"One of the best decisions we've made was appointing Activiste as our brand consultant. The experience was more than what we had expected because Activiste went the extra mile to ensure that we meet the deadlines.

They followed up very closely with personnel in our office to get the relevant information, as we were at many times, dragging our feet and  distracted with other things."

TAN LIH TUAN, General Manager & Director, Sin Kim Heng