Bangkok--Aug 30--The Sun Intigrated Marketing Communication
Europe's leading car freshener brand Ambi Pur rolls out its mega marketing campaign with an initial investment of over 60 million baht to boost sales and brand preference among Thai drivers.
Ms.Paranee Cherdvisavaphan, Marketing Director of Sara Lee (Thailand) Co., Ltd. said that, "Car feshener market has grown by more than 36% over the years, and we are seeing a similar pattern of growth in 2005 as well. Despite a sign of economic downturn, this robust market trend will continue given such a large number of cars on the roads which is bound to increase even further in a foreseeable future."
Sara Lee marketing director also stated that the company would place more emphasis on brand positioning efforts by introducing a series of aggressive marketing programs targeting at high-end discerning consumers.
To implement this strategy, a heavly funded merketing campaign has been launched to re-establish the brand image of Ambi Pur Car air freshener product which comes in a newly-designed packaging to adorn car interior with its stylish, modern and compact features. Also to reinforce Ambi Pur's brand positioning as a high-end car fragrance made from real perfumes; the company is introducing the latest innovation "Citrus Zest" fragrance created especially for the Asian tastes. All new devices are available in assorted colors of gadget to suit different lifestyles of car owners.
"We are implementing a wide range of orchestrated marketing platforms that combine below - the- line with above- the- line activities. These include advertisements on television, cinemas, lift ads via leading office buildings in BKK, outdoors, newpapers and magazines."
"Moreover, different types of ongoing special events and sales promotions will be implemented to leverage consumer awareness of the Ambi Pur brand and expand our consumer base. We have planned a large investment of 60 million baht on this major marketing effort," said Ms.Paranee.
Furthermore, Ambi Pur will place more emphasis on experiential marketing approach since we believe that direct product experiences will effectively lead to consumer's purchasing intention. To materialize this strategy, the company has chosen media that vividly present Ambi Pur's brand identity while offering first-hand experiences of the product to the consumers.
In terms of special events, Ambi Pur will implement programs and activities that directly bring Ambi Pur Car products ot the consumers--distribution of 5,000 product samplings to consumers all over Bangkok.
Other marketing programs include co-sponsorship of the Walt Disney's film "Herbie" sales promotions at cinema theaters and gas stations. One of the highlights in campaign is the "The Enchanting Fragrance Caravan from Ambi Pur Car", a specially-arranged caravan of Ambi Pur Car that will roam major streets of Bangkok for ten days to distribute samplings to consumers.
"I am confident that this aggressive campaign to promote the Ambu Pur Car will be welcomed by the markets. It will boost Ambi Pur Car sales by 40%, while capturing 10% more market share for the brand," added Ms.Paranee
With all these well-planned comprehensive marketing programs, Ambi Pur Car is now ready to strengthen its presence in the premium car freshener market. The campaign will reinforce the brand's cutting-edge advantages over the high competition environment while aligning with the corporate policy of its parent company Sara Lee, Europe's leading manufacturer and marketer of leading consumer brands and a wide range of high-quality brand-name products.
Ms.Paranee finally stated that the company has recently signed agreement to co-sponsor the world famous William Formula 1 racing Team. "Our involvement in F-1 racing entitles Ambi Pur brand to the use of William Formula 1 team logo in our packaging and all marketing programs as well as materials. To celebrate this venture, we will launch the special "Ambi Pur Car William Formula 1 Limited Edition" the new excitement product series to the Thai consumers soon," concluded Ms.Paranee End.