Bangkok--26 Jun--Hill + Knowlton Strategies
Tefal introduces non-stick cookware lines, highlighting ‘Healthier Cooking with Tefal’ strategy
Company aims to create new cooking experience for customers in all segments
Groupe SEB (Thailand) Company Limited, the official importer and sole distributor for Tefal cookware and small appliances from France, today announced new initiatives to deepen the company’s presence in the Thai cookware market. Also introduced at the Tefal Kitchen of Love Press Conference was a full portfolio of innovative cookware, with highlights including the Good Values 4 (GV4) range, as well as the introduction of the company’s first brand ambassadors, Chai Chartayodom and Vicky Sunisa Hiranyatithi. To amplify the launch of its Tefal cookware, the company is set to embark on a brand awareness and promotional campaign, ‘Healthier Cooking with Tefal’, which will run from 1 July — 31 August, 2012. Alongside this, the company will conduct a wide variety of integrated marketing communications activities targeting families and health conscious, modern men and women.
The latest range of TEFAL cookware has been developed with the company’s know-how and passion to provide consumers around the world, including Thailand, with more comfort and pleasure, while ensuring healthy and successful cooking every day. The Tefal GV4 Cookware Range features four key benefits, including high product quality, made in France by the world’s best-selling non stick cookware brand, innovative Thermo Spot Technology, which glows solid red to indicate when the pan is pre-heated to the optimum temperature to start cooking, Resistal and Diffusal technology base: a unique anti-warping base with expansion channels for continuous, even heat distribution, as well as being good for your health and environmentally-friendly. Tefal GV4 cookware includes Sensorielle, Comfort Touch, So Tasty, and Soft Line ranges.
Mr. Suwasit Wittayawijug, Country Manager, Groupe SEB (Thailand) Company Limited revealed that, “Since its inception in 1954, when Tefal invented the world’s first non-stick frying pan, we have never stopped innovating to create meaningful products that are embraced by millions of customers worldwide. Today, we are ready to introduce the innovative GV4 cookware from Tefal - maker of the world’s best selling non stick cookware - to the Thai market. Its key features will allow consumers to cook with more comfort and pleasure, while ensuring healthy and successful cooking. In addition to the launch of our exciting products, we are also pleased to announce our brand strategy to drive market share, with our freshly appointed newlyweds, Khun Chai Chartayodom and Vicky Sunisa Hiranyatithi, along with a new TV commercial, which will help us to effectively communicate our French brand heritage to customers throughout the country.”
In addition to its product strategy, in 2012 Tefal will utilize channel marketing to distribute merchandise to selected retailers nationwide, providing easy access to the company’s products. Key channels include modern and traditional trade outlets such as leading department stores, hypermarkets and conventional retail shops. The company also plans to roll out several workshops and roadshow activities at points-of-sale to help educate the market about the key benefits of Tefal’s innovative coating, especially among health conscious men and women, both within Bangkok and upcountry.
The new Tefal GV4 30-second and 15-second TV commercials will premiere on Thai television channels from 1 July onwards. The TV spot is inspired by a modern mom and her tedious task of frying eggs. Every morning she has to fry eggs for her children, but the use of traditional frying pans makes eggs stick to the surface, taking her time and energy to clean up and change to a new pan. However, with the new Tefal GV4 frying pan, she can easily make morning meals with little effort.
With a goal of providing Thai customers with cookware products especially designed for the Thai market, Tefal Special and Splendid cookware ranges showcase design features including extra depth, extra thickness (3 mm for Splendid range and 2.5 mm for Special range), and two curved rims, designed especially to make it easy to pour liquid.
“Thanks to our continuous and extensive customer behaviour research, we are able to understand how Thai customers utilise cookware in their kitchens. With this knowledge, we are also launching the Splendid and Special cookware ranges to respond to their needs. Both ranges will also allow our customers to experience quality non-stick cookware products at affordable prices,” Khun Suwasit added.
The ‘Healthier Cooking with Tefal’ campaign highlights the importance of preparing healthy meals for everyone in the family by using Tefal GV4 cookware, equipped with Intensium coating, which is safe for health and the environment, as well as allowing consumers to cook at a controlled temperature, without excessive use of cooking oil.
‘Healthier Cook with Tefal’ promotions will be available from 1 July — 31 August, 2012 at leading department stores, hypermarkets and selected convenient retail shops nationwide.
For media inquiries please contact;
Chadajit Polsuppanich / Saowapa Sukuntee
Hill + Knowlton Strategies Thailand
Tel. 02-627-3501 ext 218 & 191
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