Siam Fibre Cement Co., Ltd. subsidiaries of Siam Cement Group (SCG) The manufacturer of building materials under “Tra-Chang” brand, provided roof tile, ceiling, wall and roof substitutes which made of cement and cellulose. Nowadays, “Tra-Chang Roman Tile” is the main product which creates sales for company, approximately 55%. In past 2-3 years ago, Roman Tiles was severe threaten in Fibre Cement’s market from competitors and substitute product likes “Metal Sheet with color coated” resulted in Siam Fibre Cement Co., Ltd. has to take a stand to fight back and maintains the position as a Leader in Fibre Cement’s market seriously. The marketing strategic that suitable with current situation is “Defend position through increasing penetration by changing non-user that currently using Metal Sheet to use “Tra Chang Roman Tile” and extended using by increasing Line Extension and product diversity through new product development that more valuable. Moreover, Siam Fibre Cement Co., LTD is focusing to inform and educates understanding to customers, how dangerous from “Asphalt”. Also, create awareness of noise pollution and heat problem from using Metal Sheet. The budget for this strategy is total of 65,940,000 Baht and resulted in profit of 3,054,060,000 Baht or approximately 47% of total sales revenue which higher than past performance about 109