SIAM KUBOTA emphasizes the concept of 'Better Together' to strive towards sustainability alongside farmers and launches the 3EX strategy to foster the competitiveness of the Thai agri-industry and push towards high-value farming.

Mr. Phisanu Milintanush, Vice President and General Manager - Sales, Marketing, and Service of SIAM KUBOTA Corporation Co., Ltd., said that there has been a rising trend of people taking up farming as well as a greater demand of farming machinery. With the recent COVID pandemic, more urbanites have turned to farming, and due to decreased foreign labor, farmers have become increasingly reliant on labor-saving equipment. Therefore, the farming machinery market in the first half of 2022 grew about 10%. This growth was primarily attributable to greater demand for tractors for dried field crops (cassava, sugarcane, and maize), rubber, and palm, which have commanded better prices due to growing global needs for food crops and energy plants. Also contributing to this expansion were the increased productivity due to improved prices and conducive weather as well as state policy promoting of smart farming and a zero-burn policy, both of which played a significant role in increasing the use of farming machinery.

"We previously focused our marketing primarily on farmers, but now we've found that non-farmers, or people who have a regular job in companies, are increasingly turning to the agricultural sector, leading to a steady expansion of the farming machinery market. In response, we have to adjust our marketing approach and develop our products to better cater to the new target groups. Our marketing is guided by the 'Better Together' concept, in which SIAM KUBOTA elevates the quality of life for farmers sustainably by developing quality products that meet functional needs, seeking cost-saving solutions for farmers, providing consultation on productivity enhancement." stated Phisanu.

SIAM KUBOTA has thus far directed its expertise and commitment towards replacing labor with machinery, but from now it will lead everyone towards the future of agriculture, where farming is not limited to growing but encompasses the entire supply chain, with everything planned out from the beginning to the delivery of products to consumers, in order to expand agricultural opportunities further than ever. "For the second half of the year, we will continue to build our brand experience and enhance the competitive capacity of Thai farmers with the 3EX strategy, which consists of EXperimentation: conducting experiments to develop farming solutions and enhance knowledge on innovation in the farming community in collaboration with various agencies; EXperience: introducing innovative smart farming solutions through Kubota Farm and disseminating knowledge to farmers and the general public; EXpansion: propagating knowledge to different regions through SIAM KUBOTA Community Enterprise (SKCE) and KUBOTA and Farmer Cooperation to ensure all Thai farmers are equipped with knowledge and can advance towards sustainability together. Under the overarching concept 'Better Together,' if farmers are doing well, our business will benefit as well. That's why we strive to enhance the quality of life for farmers," concluded Phisanu

The Better Together concept will lead to the development of brand engagement for both farmers and non-farmers. SIAM KUBOTA has won two accolades from the Marketing Association of Thailand: the Gold Award in the Brand Experience & Communication Category for its excellent brand value creation in its marketing campaign and CMO's Top Choice Award, and has been named the regional winner of the Asia Marketing Excellence Award 2022 for its marketing 3.0 plan, which seeks to better the quality of life for its customers, which has always been its mission.

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