Bangkok--4 Mar--Polyplus PR
Jack Chia Industries (Thailand) PCL, which produces and sellsmedical and consumer products celebrates the 50th anniversary of "Tabu The Forbidden Fragrance.The Company spends the marketing budget of over 10 million baht to fight in the shower cream market by increasing the distribution channels, maintaining the existing customer base, increasing the new customers who are enchanted with the fragrance as well as arranging the exclusive concert"Tabu The Forbidden Fragrance Presents Timeless Charms".
This is the importance gathering of 4 charming artists ever; Kong – Saharat Sangkapreecha, Tina – Christina Aguilar, Tuk – Wiyada Komarakul Na Nakorn, and Tam – Charas Feaungarom. This is for benefiting and thanking the customers who have always supported the Company for 5 decades. The aim is 40% growth in the first half of the year.
Pongrat Aroonvatanaporn , Director and General Manager of Jack Chia Industries (Thailand) PCL reveals, "Tabu is the brand selling skin care products, talcum, soap, and shower cream. However, the product having impressed the Thai consumers for more than 50 years is Tabu perfume talcum. The soft and smooth talcum with French high-class perfume, unique fragrance, and remarkable identity that impress customers from generation to generation. The remark of the brand apart from the fragrance is the key visual of woman and man dancing. The colors of gold, black, and brown expressing the charm and enchantment beyond time become the brand identity appearing on every product package. The slogan of Tabu is "Tabu The Forbidden Fragrance". More importantly, the identity of Tabu has never changed and implied the memorable stories from the past until now".
For the overview of cosmetic market in 2015, even though the competition was high, "Tabu"still impressed Thai customers with the total sale growing of 16%. The main total sale of 60% was from Tabu perfume talcum, followed by bar soap and new-comer shower cream which had just been introduced to the market for only one year. However, the feedback was satisfactory and there was the tendency of a lot growth. This was because the strength and uniqueness of the brand as well as the care given to the customers who had always promoted and used the Tabu product. For the marketing guidelines in 2016, the Company aims to have the total sale in the first half of the year of 40% by focusing on creating the shower cream product to be more widely known. The product distribution is increased to cover all channels both Modern Trade and Traditional Trade including the marketing communication which is not only remind the brand but also increase awareness of shower cream product. As the consumer behavior tends to use shower cream more in replacement of bar soap with the property of convenience and availability in various formula in caring and treating the skin, the shower cream market growth becomes 2-digit figures continually every year. At present, the shower cream market has the value more over 5,200 million. The segment of liquid soap is in the proportion of 55% and Tabu shower cream also aims to have the market share of 5% within 2 years.
As Tabu is the brand with strength, the marketing strategies of this year focus on presenting the remarkable point of perfume to emphasize the charm beyond time along with building the recognition in the new shower cream product. In 2016, the company spends the marketing budget of over 10 million baht focusing on communicating with the target group of women of over 35 years old through various activities both Above the line and Below the line; TV media, magazines, point of sale media, event organization, booth arrangement to introduce the products, activity arrangement in the shops, sale promotion, and giving free sample products for consumers trial."
In the occasion that the Tabu brand has existed with Thai people for half a century, the Company would like to hold the campaign to celebrate the 50th anniversary and thank the customers by arranging the exclusive concert of "Tabu The Forbidden Fragrance Presents Timeless Charms". This is the importance gathering of 4 charming artists ever to sing warm songs for the guests closely for 3 hours; Kong – Saharat Sangkapreecha, Tina – Christina Aguilar, Tuk – Wiyada Komarakul Na Nakorn, and Tam – Charas Feaungarom. This is the classic present whichTabu intends to select for Tabu fans without any charge. The concert will be held on Sunday 20thMarch, 2016, at 6 PM at Grand Ballroom, 12th floor, Thai CC Sathorn. Wanting to participate in the 50th anniversary celebration of "Tabu The Forbidden Fragrance Presents Timeless Charms", please visit http://www.facebook.com/tabuthailand or call 098-997-9433.