Unilever Thailand, the local unit of the Anglo-Dutch consumer products maker, has announced an 8-billion-baht investment plan to cash in on a growing Thai middle class and opportunities arising from the single regional market.
Ms Supattra, chairwoman of Unilever Thailand, outlines the company's biggest investment plan in two decades as it focuses on middle-class Thai consumers and the integrated Asean market.
Some 2.6 billion baht will be spent on a new headquarters, 2 billion is for a new warehouse, 1.5 billion is for a new cold room for ice cream, 1.2 billion goes to expanding its personal care product manufacturing plant, and 700 million is for a food processing plant, said chairwoman Supattra Paopiamsap.
The company will open its new head office on Rama IX Road on Dec 15, while construction of the cold room and warehouse is under way and will be finished next year. Construction of the personal care product and food processing plants will start this year and are scheduled to be completed in 2016.
"This is the biggest investment for Unilever Thailand in the past 20 years. Thailand is a strategic country for Unilever globally due its good geographical location, which can serve as a hub for the upcoming Asean Economic Community, while the number of middle-class consumers here can reach 50 million by 2020," Ms Supattra said.
She was appointed chairwoman of Unilever Thailand on Oct 1.
Unilever is fond of Thailand's sufficient infrastructure and strong economic fundamentals, said Ms Supattra. Unilever Thailand is ranked No.19 for sales among the company's network in 190 countries and territories.
Total sales of Unilever Thailand stood at 40 billion baht last year — 40% from personal care products, 36% from home care and 24% from food and ice cream.
The company also offers food solutions for business-to-business and direct sales customers. It has eight manufacturing sites serving domestic consumption and exporting to 20 countries.
Unilever has had a presence in the Thai consumer goods market for 82 years and is the market leader in eight of the 12 product categories it sells here.
Ms Supattra said the company was optimistic about Thailand's prospects and believed its annual sales would double by 2020.
Her sustainable business growth strategies include building brand loyalty via constant product innovation, building market-leading capabilities in digital marketing to strengthen its relationship with customers and expanding into new market segments to meet Thai consumer needs.
The company plans to continue to invest in Thailand, Unilever's third-largest Asian manufacturing site.
Ms Supattra said Unilever would encourage new executives to expand their talents by offering them new experiences including working abroad.
She wants the company's growth to be at least two times higher than GDP growth.
Ms Supattra has a long record with Unilever in Thailand, Malaysia and China, running the marketing of Sunsilk shampoo, Lipton tea and Magnum ice cream.
As the economy continues to fluctuate, her challenge is to accelerate the company's work processes to cash in on the economic rebound when it happens.
Ms Supattra cited Siam Commercial Bank president Kannikar Chalitaporn as her role model, as she made quick decisions and could adjust on the fly.
"I need to make sure I manage all aspects and dimensions of the business," she said.