Bangkok--Sep 6--Poly Plus
"Protex" held Big Press Conference only once in 10 years to announce its key growth strategy which is "driving a hand wash campaign nationwide" to help protecting Thai people from diseases.
Mr.Mukul Deoras, Marketing Director of COLGATE-PALMOLIVE (THAILAND)LIMITED which a manufacturer and an distributor of "Protex",a skin Health Soap, says "The size of bar soap market in the past year(2004)was, 3,192 million Baht, which divided into 3 minor categories; Ordinary Soap 51%(1}367 million Baht), Skin Health Soap 40% (1,283 million Baht) and Baby Soap 9% (275 million Baht.) However, the latest research from January to July 2005 shows that Skin Health Soap Category has gone up by 3% in Sales value. Among Skin Health Soap segment, 14% is the highest Sales made by "Protex" and also the significant leader in Skin Health Soap Category indicated by 34% in Market Share(17% from Safeguard, 14% from Vaseline and 8% from Dettol). That's the reason why "Protex" is still No.1 in Skin Health Soap Category nowadays and for the next 5 years."
"For strategic planning, Integrated Marketing Communication in the best way of Marketing Strategy that "Protex" will be used. Especially in year 2005, we provide budget around 100 million Baht, which will be covered Above the Line activities, such as Commercial Advertising, Public Relations and Promotion, and a hand wash campaign called "Clean Hands...Good Health" focusing driving healthy hand wash in Secondary Schools from all over Thailand. Within year 2005, "Protex" aims to rise up 15% in Sales Growth or 35% in Market Share of Skin Health Soap Category", Mr.Mukul Deoras says.
Ms.Jesdakorn Taratip, Marketing Manager of COLGATE-PALMOLIVE(THAILAND)LIMITED, says "To be the No.1 in Skin Health Soap Category, "Protex" was succeed by 4 master plans. Firstly, "Being the leader in creating new innovation to satisfy the customers' needs". For examples; in year 2002, "Protex" launched new product called "Protex" Herbal Soap", the first Skin Health Soap that contained Natural Extracts. The year after that (2003), we launched "Protex Sun Care", the first Skin Health Soap help restoring skin moisture depleted by sun exposure and this year (2005), we just launch "Protex Deo 12", the first Skin Health Soap offering 12 hours body odor protection".
"Secondly," 360 in Customer Relation Management" by using IMC Strategic such as TV Commercial, Printed Advertising in Newspaper/Magazine/Billboard/Bus Stop and also provide product sampling. "Using Presenter" is the third plan for "Protex". Customers can recognize and believe in product by heart by choosing "the right" presenter to synchronize with the position of product. At the moment, "Protex" successes from Plengpanid family's, the most famous actor & actress in Thailand-Sinjai & Chatchai Plengpanid, and recently, "Protex" picks up the oldest son from Plengpanid family's, "Gun-Sitthichook", to be the presenter of "Protex Deo 12" to match with teenagers; the product's target that have various activities and confident with 12 hours deodorant protection".
"The most important strategy is promoting healthy hand wash nationwide to help protecting Thai people from disease. Protex also cooperated with Thai Government running a hand wash campaign in school. The campaign is called "Clean Hands...Health", which "Protex" is the product that accepted from The Ministry of Public Health and The Ministry of Education to run the campaign since 2001. The objective of this campaign is to build up the good habit of hand washing among Thai children. The project covered 4,000 schools or 250,000 students nationwide. Moreover, "Protex" also produce educational materials for all schools in campaign and donate liquid soap to use in some hospitals.", Ms.Jesdakorn says.
For more information; Public Relations Department
COLGATE-PALMOLIVE (THAILAND) LIMITED
Ms.Thitawadee Kayyanont Tel.0-2249-0451 ext.342
Poly Plus PR Ms. Poranuch Tel.0-2572-4444 ext.351/352
Mobile 0-1916-2631 / Ms.Pantima 0-1075-0111.
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