INSEE Mortar Seeks Shares in Bt400 Billion Worth of Mega-projects,

INSEE Mortar Seeks Shares in Bt400 Billion Worth of Mega-projects,
Penetrating into Premium Real Estate Market,
Introducing "High Compressive Strength Non-Shrink Grout"

And Innovative INSEE Plastering Solution

Recovery in Construction Materials Demand Expected, Eying 10% Sale Growth

INSEE Mortar launches an offensive strategy for 2017, aiming to win more public- and private-sector contracts particularly mega-projects and super-luxury condominium projects on anticipated recovery of construction material demand which could grow 1-3 per cent and spur spending by more than Bt400 billion. Supporting the plan are "INSEE Mortar", high compressive strength non-shrink grout for all grouting applications like voids of concrete and machine foundation; "INSEE Plastering Solution", innovative plastering solution; and technical advisory teams on site which should raise sale revenue by 10-15%. The strategy calls for penetration into neighboring countries where demand remains high as well as stricter regulatory control on mortar standards. 

Khajornsak Manosupsak, general manager of INSEE Mortar, Siam City Cement PLC, said: "In 2017, the company sets to further grow business by securing new customers with focus on public projects, as public investment has played a key role in boosting the economy in the past 1-2 years. Lately, the Gen Prayut Chan-o-cha government approved the second phase of Transport Action Plan 2017 which includes 36 railways, road, waterway and air transport projects worth Bt895 billion.

"For 2017 alone, projects worth Bt400 billion are planned, covering infrastructure and the construction of government and educational offices.

"Meanwhile, private developers of low-rise and high-rise residential and commercial properties - which constitute demand for mortar - plan to launch new projects, particularly in the premium and super-luxury segment. Overall demand should thus grow by 1-3% to around Bt400


billion despite hiccups like poor purchasing power, high household debts and a possible interest rate hike that may dampen demand among lower middle-income earners.

 "The company is prepared to secure public projects and win more private-sector contracts through integrated solutions. We now have INSEE Plastering Solution, innovative plastering solution, together with a team of advisory experts, equipment, silo mixing and conveying system for bagged and powder mortar. This can quicken plastering by three times, hence reducing cost and labor by 50%. Our plans should ably raise our mortar business growth by 10-15%

"Aside from INSEE Plastering solution, INSEE Mortar will focus on boosting the sales of tile adhesive mortar and a new product "INSEE Mortar 72", high compressive strength non-shrink grout. The new product was launched early this year for foundation grouting purposes. The new product provides maximum flow, non-bleed and zero-shrinkage, suitable for repair of cavity or voids of concrete, machine foundation, bridge bearings, concrete pillars, steel columns, buried or steel fasteners, precast wall joints and structural joints."

Khajornsak added that INSEE Mortar's goal is to offer alternative quality products suitable for applications and manage delivery to match on-site demand. This year, new products will be in two categories - leakage prevention and premium plastering, after the launch of the following products last year;

• Dry Concrete "INSEE Mortar 52" (with compression strength at 240 Ksc) and "INSEE Mortar 53" (with compression strength at 280 Ksc) - suitable for small concrete work like lintel and beam, outdoor floor and parking area.
• Easy Floor Screed "INSEE Mortar 32", suitable for skimming purposes before laminate wood flooring. It promises a double work speed, thanks to good flowability, floor thickness as thin as 1cm, and adhesive strength.

"The construction material market will become fiercer than in the past years as all companies see growth opportunities underpinned by mega-projects which will spur investment from the private sector. Supporting this is also an improvement in purchasing power as first-car owners have cleared their auto loans while the prices of some agricultural crops escalate. INSEE Mortar is confident that our solutions, chiefly INSEE Plastering Solution, can address demands


from the property sector. The integrated service which requires technical expertise differentiates us from competitors and this should boost INSEE Mortar's sale by 10-15%," said Khajornsak.

In 2016, INSEE Mortar managed to meet the 7% sale growth target despite fragile economic recovery, high household debt which dampened purchasing power, and sizeable inventory of residential units.

Meanwhile, the company expects to further grow business in neighboring countries in 2017. In the previous year, cement demand increased in all of the countries, especially Vietnam and Cambodia, against sluggish sales in Thailand.

Preeda Karnsomlarp, INSEE Mortar plant manager, added: "The plant in Saraburi province commenced operations in 2009 with the annual capacity of 250,000 tons. The 2nd production line started in 2012, boosting the capacity to 500,000 tons per year. In 2014, the 3rd production line was kicked off, raising the capacity to 750,000 tons per year. We produce a variety of products for plastering, bricklaying, floor levelling and tile laying purposes. The high compressive strength non-shrink grout is our newest product.

"Our products can support the entire construction process. The premium products are a result of precisely-controlled manufacturing system and most-advanced mixing machine from Germany. If possible, I urge the government impose standards on all available mortar products, for the highest benefits of consumers."

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Khajornsak Manosupsak

General Manager, INSEE Mortar
Siam City Cement PLC

            Khajornsak Manosupsak is the incumbent General Manager of INSEE Mortar, Siam City Cement PLC, in charge of INSEE Mortar’s business operations and exploration of new mortar-related business developments.

          Joining Siam City Cement PLC asTechnical Services Department Manager in 2002, Khajornsak was later appointed Franchising Management Department Manager, tasked to oversee the group’s franchise business. He was promoted to Senior Manager Domestic Industrial Sales before stepping up to the position of General Manager of INSEE Mortar.

Prior to joining Siam City Cement, he worked as a civil engineer at a construction company and a lecturer at Sripatum University's Faculty of Engineering (Civil Engineering).

            His work philosophy is “dare to think and dare to think big, dare to act but act discreetly, be attentive on the tasks at hand and stay open to opinions of staff at all levels.” Steve Jobs is his role model, thanks to the late man’s self-motivating motto “Stay Hungry, Stay Foolish”. Personally, he prefers a simple lifestyle. Reading is a must, to explore new knowledge.

            Khajornsakearned a Bachelor’s degree in civil engineering and a Master’s degree in structural engineering from Chulalongkorn University’s Faculty of Engineering. He obtained a Master’s degree in business management from College of Management Mahidol University

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