Bangkok--1 Mar--Maxima Consultants
12 Plus, one of the leading personal care from Osotspa Company Limited recently organized the press conference to introduce the ‘12 Plus Extra Cool Cooling Powder’, the refreshing and cool talcum to cherish wonderful teenage moments at The Dusit Thani Hotel. The cooling powder will be presented by the Korean super star, Choi Si-Won, as its presenter.
Mr.Vichien Santimahakullert, Marketing Director of Osotspa Company Limited mentioned that ‘12 Plus is a personal care brand by Osotspa which product range includes deodorant, cologne, roll on and talcum. As the combination of high heat and high humidity in summer is approaching, the 12 Plus Extra Cool Cooling Powder was created to deliver extremely cool and to serve the market needs. Presently the market size of cooling powder is over 1,230 million Baht. For this cooling powder segment, the highest sales among female teenagers ages between 12 -18 years has made by 12 Plus, which significant in the market by 19% in market share. We are optimistic that 12 Plus Extra Cool Cooling Powder, in the new visible cooling packaging, will once again create a big excitement in the market especially through this charming presenter Choi Si-Won from Korean Super Junior. Our research found out that Thai teenagers excessively affectionate by Korean movie stars, therefore, ‘Choi Si-Won’, would be a perfect presenter for the new product.’
‘For strategic planning and marketing strategy, the company has allocated a marketing budget over 400 million Baht in 2007 to stimulate demand for sustain the top product among Thai teenagers. Of the total marketing budget, more than 150 million Baht is being invested for the launch of the newest product - 12 Plus Extra Cool Cooling Powder. The television advertising will be firstly on-air on March 10, 2007 with new presenter and onwards. In addition, advertisements on radio, print, website including outdoor media will fill the city to promote awareness on the new product. We expect to increase cooling powder segment’s sales by at least 20 per cent and its market share from its current 19 % to 21%.’
To support the new advertising campaign, a comprehensive promotional program is planned throughout the year including various fun-filled activities at sales area nationwide, product sampling and road show at educational institutions. The big event with Super Junior might also be conducted to build up the brand recognition.
Staying cool this summer with the 12 Plus ‘Extra Cool Cooling Powder’ at all leading department stores nationwide from now on.
Click for photo release at www.thaipr.net