Bangkok--28 Feb--Maxima Consultants
Osotspa Company, leading manufacturer in personal care products, invests over 100 Million Baht to introduce ‘12 Plus Shower Cream Exotic Korean Flower Formula’, the first-ever Thai shower cream that brings ‘miracle whitening skin by Korean flowers’ concept to the market. To make 12 Plus Shower Cream stronger in the mass perspective, the company uses Thai No1 actress Um-Patchrapa Chaichea and Korean super star Lee Min Ho to promote the new product. The company expects to hit the 10% in market share for the first year and earn 200 million Baht this year.
Ms.Tonghathai Kuvanont, Osotspa’s Director of Health & Personal Care said ‘the new shower cream in Korean formula is developed to serve the need of trendy women who have built their trust on 12 Plus brand. Furthermore, to retain our brand loyalty in personal care market, we need to offer a wide range of selection for trendy women’s diverse lifestyle.
The company sees the potential and opportunity for this skin cleansing segment as it has grown every year. Last year the shower cream on the market claiming to increase 8% from the overall market of 3,560 million Baht. So, it is the right time to introduce this innovation in the market.
Since 12 Plus brand has always been well crafted with Korean trend and the leader in the scent market, we combine the strength points to develop the 12 Plus Shower Cream.’
12 Plus has been successful for integrating marketing campaign with idol marketing strategy. For the new Shower Cream, Thai No1 actress Um-Patchrapa Chaichea and Korean super star Lee Min Ho are presenters. 12 Plus Shower Cream is the first Thai brand that use Lee Min Ho as presenter. The new TVC on ‘Foaming in Love’ will be on-air in March.
Besides the idol advertising strategy, the company will encourage higher purchasing power with attractive marketing campaign and promotions to reach potential group as well as expand distribution channels. To promote the new Shower Cream, the company will integrate full marketing campaign through television, cable tv, radio, magazine, newspaper and on-line marketing. In addition, there will be ‘showering road show’, sampling distribution, meet & greet with super star, ‘How Do I Love you, Lee Min Ho’ clip video competition and many more activities.
In the previous year, 12Plus brand earned a total sale of 1,500 million Baht which rising from 2010 around 10%. Currently, the 12 Plus personal care product can be divided into four categories including 30% cologne, 15% deodorant, 35 % talcum powder and 20% cosmetics.