Bangkok--30 May--Kanokrat and Friends
SCA Hygiene (Thailand) emphasized on its position as the leader of world-class health care product with the allocation of its marketing budget to reveal the new look of Drypers diaper with better quality and outstanding package design that meet international standard. The new look is aimed to serve the lifestyle of young mother and father with the launch of its new advertisement catered for new-born baby and first brand ambassador Peter Corp Dyrendal, a pop singer who has recently become a father. The company targets to maintain its third position in the market and capture new customers to increase its marketshare.
Mr Ulrik Larsen, commercial director of SCA Hygiene (Thailand) Ltd, importer and distributor of the popular diaper “Drypers” brand revealed that the growth rate of diaper market in Thailand has continue to increase with a total value of 10 billion baht which is divided to premium, basic and economy segments based on the pricing level. When compared with other diaper markets among countries in this region, the overall Thai diaper market has the tendency to continuously grow in terms of sales and quantity. The largest market with 70% marketshare is diaper pant while tape diaper holds the remaining 30%. Thus, the company continues to develop new products along with increasing sales distribution to boost its marketshare in Thailand. Although the market is highly competitive, the company is confident in its strength as the leader in health-care product which are sold and distributed worldwide. As it aims to develop new products that fully serve consumers’ demand, the new look of Drypers was launched to offer maximum comfort and assure mothers who choose the product that their baby would be given the best care.
Ms Joan Ler, marketing manager added that in 2014, the company has allocated marketing budget to develop products for the better care of babies with the launch of new Drypers diaper. The new model offers better quality and distinguished package that meet international standard with active core innovation featuring many level of absorptions for comfortably dryness. The product serves the lifestyle of young mother and father with young baby or toddler. The Drypers products consisted of Drypers dry pant, a pant diaper and Dryper Weewee Dry, a tape diaper which serve from new born to size XXL. Newly father and singer “Peter Corp Dyrendal” was chosen as the first Drypers ambassador to represent new-generation family, reflecting the confidence in choosing Drypers for his baby and create a differentiation by choosing a male ambassador, showing that father now plays bigger role in baby care with lovely story of his family. Drypers also set to penetrate the market in both below and above the line strategy to reach its target group, focusing on main activities and on-line media with facebook fanpage and viral media as well as new advertisement.
Moreover, the company has improved its sales distribution channel to increase its consumers’ coverage. It is confident that the higher quality that absorbs faster and prevent reverse flow for comfortably dryness with 4 natural extracts for better skincare as well as waistband and edge that fits comfortably along with its distinguished package would help the product confidently compete in the market.
Currently, the markets have three main brands; Mamy Poko, Baby Love and Drypers and with the re-enter of Huggies, the market has become very competitive. However, with different marketing strategies, Drypers aims to maintain its third position with higher marketshare in order to regain its second position in the diaper market, said the marketing manager.
SCA Hygiene (Thailand) emphasized on its position as the leader of world-class health care product with the allocation of its marketing budget to reveal the new look of Drypers diaper with better quality and outstanding package design that meet international standard. The new look is aimed to serve the lifestyle of young mother and father with the launch of its new advertisement catered for new-born baby and first brand ambassador Peter Corp Dyrendal, a pop singer who has recently become a father. The company targets to maintain its third position in the market and capture new customers to increase its marketshare.
Mr Ulrik Larsen, commercial director of SCA Hygiene (Thailand) Ltd, importer and distributor of the popular diaper “Drypers” brand revealed that the growth rate of diaper market in Thailand has continue to increase with a total value of 10 billion baht which is divided to premium, basic and economy segments based on the pricing level. When compared with other diaper markets among countries in this region, the overall Thai diaper market has the tendency to continuously grow in terms of sales and quantity. The largest market with 70% marketshare is diaper pant while tape diaper holds the remaining 30%. Thus, the company continues to develop new products along with increasing sales distribution to boost its marketshare in Thailand. Although the market is highly competitive, the company is confident in its strength as the leader in health-care product which are sold and distributed worldwide. As it aims to develop new products that fully serve consumers’ demand, the new look of Drypers was launched to offer maximum comfort and assure mothers who choose the product that their baby would be given the best care.
Ms Joan Ler, marketing manager added that in 2014, the company has allocated marketing budget to develop products for the better care of babies with the launch of new Drypers diaper. The new model offers better quality and distinguished package that meet international standard with active core innovation featuring many level of absorptions for comfortably dryness. The product serves the lifestyle of young mother and father with young baby or toddler. The Drypers products consisted of Drypers dry pant, a pant diaper and Dryper Weewee Dry, a tape diaper which serve from new born to size XXL. Newly father and singer “Peter Corp Dyrendal” was chosen as the first Drypers ambassador to represent new-generation family, reflecting the confidence in choosing Drypers for his baby and create a differentiation by choosing a male ambassador, showing that father now plays bigger role in baby care with lovely story of his family. Drypers also set to penetrate the market in both below and above the line strategy to reach its target group, focusing on main activities and on-line media with facebook fanpage and viral media as well as new advertisement.
Moreover, the company has improved its sales distribution channel to increase its consumers’ coverage. It is confident that the higher quality that absorbs faster and prevent reverse flow for comfortably dryness with 4 natural extracts for better skincare as well as waistband and edge that fits comfortably along with its distinguished package would help the product confidently compete in the market.
Currently, the markets have three main brands; Mamy Poko, Baby Love and Drypers and with the re-enter of Huggies, the market has become very competitive. However, with different marketing strategies, Drypers aims to maintain its third position with higher marketshare in order to regain its second position in the diaper market, said the marketing manager.
For more information please contact:
Kanokrat and Friends Co., Ltd. (PR Consultancy firm)
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