Bangkok--9 Oct--Siam PR. Consultant
Moong Pattana Marketing Co., Ltd. prepares strategy to help maintain market leadership in mother care segment with expansion of new product lines through introduction of Pigeon Baby Wipes product featuring effective mosquito repelling quality. Pigeon Anti-Mosquito Wipes is expected to help boost competitive edge for the brand as it highlights DEET free contents to prevent irritation and long-lasting protection of over 6 hours. The product is suitable for both children and adults.
Niramai Laksananant, Vice President of Marketing and Sales Department of Moong Pattana Marketing Co., Ltd, disclosed that the current baby wipes market saw heavy competition following the increasing number of new players. “The situation has prompted the company to carefully select a strategy suitable to keep up with the challenge. Growth in this market is expected to continue. During the first half of 2006, the baby wipes market valued at over 60 million baht, up 20% from the same period a year ago, with Pigeon baby Wipes being market leader and pioneer commanding 50% market share,” he said.
Moong Pattana Marketing Co., Ltd., as leader in baby wipes market has realized a lucrative opportunity and decided to bring in special kind of product “Pigeon Anti-Mosquito Wipes” — baby wipes that provide mosquito repelling protection from Japan. The product is expected to suit the current lifestyle of modern consumers in Thailand.
“In addition to the marketing plan to expand customer base and reach out to new market territory, the company also focuses on highlighting product differences in order to gain competitive advantages through increased product variety. Quality and functionality of the products will be a key to helping the firm reach out more effectively to modern consumers,” he explained.
A survey indicates that the current market for products with mosquito repelling quality has exceeded 2 billion baht. These products come in the form of lotion, powder, cream, gel, spray and conventional burning coil, most of which contain insecticide known as Diethyl-tolumide or DEET as major chemical at diluted degree. At less concentrated volume, insecticide remains dangerous for use especially to small children. It also creates pollution in homes and not advisable for use with skin. Each year the country has to spend billions of baht importing the chemical essential in the manufacturing of insecticide agents and mosquito repellent.
“This is indeed a good market opportunity for Moong Pattana to import the latest product innovation suitable for use with babies. The DEET-free contents make the product suitable not only to children but also adults, creating a new alternative to the existing mosquito repellent market,” he said.
Methin Lersumitkul, Marketing Manager, Moong Pattana Marketing Co., Ltd., added that “Pigeon Anti-Mosquito Wipes” was a safe product containing no diethyl-toluamide, which was also known as DEET that create skin and nerve irritations Pigeon Anti-Mosquito Wipes uses Ethyl butylacetylaminopropionate or IR as repelling agent that provides long-lasting mosquito protection of over 6 hours. The product is suitable for both children and adults. It has natural scent and comes in a convenient package ideal for traveling or use anywhere anytime. Users can be sure that they are safe from mosquito and dangerous chemical.
“As for the marketing plan to pave way for Pigeon Anti-Mosquito Wipes, the company initially plans to position the product at the same level with other Pigeon products, targeting premium customers and those preferring convenience, along with travelers using both above-the-line and below-the-line executions. Advertising campaigns are set using printed media such as mother care publications and women’s magazines to provide awareness in the form of plain advertising and informative articles. Activities at the point of purchase are also initiated including product sampling at various target communities to launch a widespread awareness campaign. New distribution channels are also added to allow greater sales,” he concluded.
For more information please contact:
Jidapa Pramualsub, Somruthai Polpala
Siam PR. Consultant Co., Ltd.
Tel.0-2693-7835-8 ext. 32,34
Fax 0-2693-6920, 0-2276-8552
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