Bangkok--7 Feb--Siam PR. Consultant
Moongpattana Marketing Co., Ltd. reports Pigeon products continue to grow by over 15% on the annual basis, contradicting the overall market performance in 2006, as market leader with over 54% market share in mother care product segment, up from the previous year by 3%. The company also strategically prepares to maintain market leadership by expanding current Pigeon product portfolios and reaching out to markets in the provinces through integrated media executions. Growth target has been set at 10% at the end of this year.
Niramai Luksananant, Vice President of Marketing and Sales Department of Moongpattana Marketing Co., Ltd., disclosed details of the market overview of mother care products, saying competition continued to increase, corresponding to the market growth despite strong political impact late last year, which discouraged consumers from spending. “In 2006, the total market for mother care products valued at 700 million baht, of which 5% of the market belonged to super premium products; 61% to premium and standard products; and 34% to economical products. Continuous yearly growth especially for the premium segment can be attributed to increased competition from new players. Premium products are predicted to continue to remain popular,” he said.
“As for the trend in 2007, the mother care market is expected to continue growing in contrast to the decline in the annual birth rate. Products within the premium and standard categories are predicted to remain robust, while cheaper products in the economical segment will experience slumping growth rate because modern mothers are more into quality and branding rather than product beauty alone. Pigeon, in this case enjoys apparent competitive advantages over its rivals because of quality and reasonable pricing. The products are also trusted by consumers for the quality they have in respect to helping children develop. Baby accessories are expected to be the product category achieving the most prominent growth in the industry,” he explained.
“Despite continuous decline in the annual birth rate by the average of 1%, mother care product manufacturers and distributors continue to compete intensively, using techniques and strategies to motivate higher sales. Several players offering premium products now resort to the pricing strategy and special campaigns to secure market share throughout the year. As for Pigeon, we believe modern parents are focusing on both looks and quality, along with adequate product variety to cater to different needs,” he said.
Methin Lersumitkul, Marketing Manager of Moongpattana Marketing Co., Ltd., added that in 2007 his company planned to maintain the position of Pigeon products as specialists in promoting children and infant development in the long run, as part of the scheme to remain on top of the overall mother care market. “The company is targeting modern mother who are working women raising their own children while building a career. Around 20 million baht worth of marketing budget is earmarked to fuel more aggressive marketing executions leading to stronger brand loyalty amid fierce competition from a number of new and old players, which significantly drove up the number of product choices for consumers. Other strategies include expanding to the provinces; implementing above-the-line advertising and public relations campaign through leading media such as newspaper, magazine, television and radio, especially mother care publications and executing below-the-line programs including continuous sales promotion to sustain high branding awareness,” he said.
“Moongpattana Marketing will focus on product differentiation by offering better product quality and product variety against competition, along with new product introduction throughout the year. Imports of new products from Japan will increase to provide greater response to consumers especially products within the baby accessories category such as dome and conventional nipples, bottles and Pigeon Baby Wipes, which are the company’s top 3 best sellers last year. Other interesting products include milk absorbing pad, imported product line-up and promising items namely drinking cup, bottle washing formula and skin wipes with anti-mosquito formula, which was launched late last year,” 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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