Bangkok--27 Jan--Kimberly-Clark
? Launching its latest innovation “POISE” for light urinary leakage protection targeting adult working women for the first time in Thailand
Kimberly-Clark Thailand Limited, manufacturer and distributor of high quality health and hygiene products, is set to proactively penetrate the local market with the launch of latest innovation “POISE?”, pads and liners for light urinary leakage protection to penetrate new market segment targeting adult working women age 35 and up.
Jiraroj Tikkawee, Marketing Director of Kimberly-Clark Thailand Limited, reveals that the company has decided to launch the latest innovation, “POISE” pads and liners for light urinary leakage protection, into the Thai market. The new product was designed specifically to offer protection for women experiencing light bladder leakage (LBL) which affects every 1 in 4 women. Kimberly-Clark is the first hygiene product manufacturer, which has developed such innovation and introduced it into the Thai market. The move is to expand its market to cover unmet need of females who experience light urinary leakage by targeting adult working women age 35 and up.
The company is confident that “POISE” will gain a very good feedback from the Thai consumers. The product has been specifically developed for light urinary leakage protection with outstanding features and effectiveness. Its Absorb-Loc offers twice absorbent as well as provide soft and dry touch to help you stay fresh and comfortable. Poise is contour-designed to fit women's body for discreet and comfortably protection. There are 4 types of POISE product range available to meet your protection needs i.e. Regular Liner, Long Liner, Slim Pads, and Extra Pads at the suggested retail price of 39 baht per pack.
The result from the research and study presented by Epidemiology Committee of the 4th International Consultation on Incontinence, Paris indicated that 1 in 4 women experience Light Bladder Leakage (LBL) which is in line with the survey conducted in the ASEAN countries. The survey showed that most of the women experiencing light bladder leakage are at adult ages from 35 and up. Of that, more than 30 per cent have faced the leakage problem at least once a week, and about 80 per cent have experienced light bladder leakage problem. To handle light bladder leakage, more than 93 per cent of LBL affected women have used other substitute products which still cannot serve their purposes.
Jiraroj added regarding “POISE” business plan and marketing strategy that the company will focus on educating Thai consumers about Light Bladder Leakages problem as well as its risk and treatment options. In addition, it also aims to build up brand awareness through the deployment of 360-degree marketing activities and communication media. "Salinee Panyarachun" has been appointed as the first “POISE” brand ambassador because of her strong self-confidence combined with her sense of humor, fun, and energetic personalities, which have strongly reflected the brand character and image. The company has prepared series of marketing activities including product sampling at points of purchase in leading supermarkets and superstores, POP and sales promotion materials, in-store shelf-talkers, and road shows. The company believes that the marketing strategies and activities deployed during the launch period will truly serve the consumers’ need in accordance with our vision to lead the world in essentials for a better life.
For more information regarding Light Bladder Leakage and “POISE” products that are right for you, please contact “POISE” Call Center at 02-530-7767.