Bangkok--6 Jul--Aries
I.P. Trading Co., Ltd., the manufacturer and distributor of fabric softeners under the Hygiene brand, is investing 100 million baht in the launch of the new Hygiene Expert Care Happy Sunshine, which boasts a high-concentration formula with Colour Shine technology – available for the first time in the Thai market – to light up the colours on every individual strand right from the very first time and give your clothes a fresh, long-lasting look with vibrant colours and pleasant scents. The company is prepared to engage in full-fledged marketing campaigns throughout the year in hopes of achieving 100% growth and 400 million baht in total sales value in the high-concentration fabric softener segment and cementing its leadership in the overall market.
"Our insights into modern consumer behaviour show that scent is not the one definitive quality that consumers look for in a fabric softener," said ThitiThanesvorakul,Vice President of I.P. Trading. "The ability to keep clothes fresh and colourful for a long time ranks among the top priorities for consumers – especially for those required to engage other people on a regular basis. Clothes play a significant role in defining and enhancing your appearance and character, and that makes the fresh, colourful clothing a very desirable quality. We have developed our fabric softeners to address this need, resulting in the launch of Hygiene Expert Care Happy Sunshinehigh-concentration fabric softener today. The new Colour Shine technology, available exclusively in Hygiene Expert Care Happy Sunshine, will brighten the colours on every single strand, keeping your clothes lively and vivid while also protecting the fabric from damage. Its distinctively sweet scent, reminiscent of wintry flower fields and lasting five times longer than before, is sure to add a refreshing dash of joy just like a touch of gentle sunlight at the break of day. Our target group comprises working women and modern housewives aged 25-40 who are interested in taking proper care of their clothes and those of their loved ones with the very best products available.
"We are investing over 100 million baht in a full range of marketing activities, including the 30-second Happy Sunshine TV commercial, radio spots in 50 provinces, point-of-sale media in leading supermarkets, and a major consumer event to mark Hygiene Expert Care Happy Sunshine's launch right in the heart of Bangkok. We are also organizing further activities in department stores and retailers nationwide – complete with distribution of 1,000,000 product samples to target-group consumers – along with digital campaigns on online and social media platforms like Facebook and YouTube. We are positive of a warm reception from consumers.
"I.P. Trading's vision is "Passion to improve quality of life" so we sets mission to enhance the quality of life for the people of Thailand. Our policy calls for the development of high quality products with global standard with the latest innovations, and we possess a thorough understanding of consumer needs as a Thai brand dedicated to the satisfaction of Thai customers. Hygiene Expert Care Happy Sunshine is the culmination of our efforts to fulfil the needs of consumers who use fabric softeners in their everyday life. Our customers can of course expect even more quality innovations from Hygiene in the near future," concluded Mr. Thiti.
The launch of Hygiene Expert Care Happy Sunshine further cements the company's leadership in the fabric softener market.The total value of the fabric softener market is 9 billion baht with the growth rate of 6%. Hygiene is the leader and sole growth driver in the dilute formula segment with a share of 30% out of 4 billion baht in total segment value, while the high-concentration segment is worth over 5 billion baht.