Bangkok--28 Jun--Siam PR Moong Pattana Marketing Co., Ltd., leading manufacturer of Pigeon mother care products is upbeat on the body wipes products once again with “Pigeon Baby Wipes Chamomile Formula” — latest innovation from Japan, developed to highlight “Micro Biologically Tested” quality that sets it apart from competition for utmost cleanliness and safety. The company plans to engage in active campaigning, both above- and below-the-line with latest commercial scheduled to run in movie houses this July. Sumeth Lersumitkul, Chairman and CEO of Moong Pattana Marketing Co., Ltd., manufacturer and distributor of Pigeon, leading brand of mother care and baby accessories, disclosed that the overall picture of Thailand’s mother care and baby accessories industry in 2007 was expected to intensify in terms of competition because of increased promotion and campaigning coming from all existing players. “Increased competition will prompt us to adjust our marketing strategy in order to maintain leadership as mother care expert. We are now concentrating on launching new products to cater to the needs of consumers along with active sales promotions to effectively reach out to customers,” he said. “From last year, we have continuously launched new products and made satisfactory sales figures with core products namely nipples and bottles making vital sales. Pigeon Baby Wipes also enjoyed higher sales after introducing Pigeon Anti-Mosquito late last year,” he said. “The company is now focusing on creating greater competitive edge against competition through introduction of new product variety with more outstanding qualities, which leads to the launching of latest product innovation from Japan Pigeon baby Wipes Chamomile to cater to the modern lifestyles of new generation consumers. The latest baby wipes formula has already proven successful in several countries,” Sumeth said. Niramai Luksananant, Vice President of Marketing and Sales Department of Moong Pattana Marketing Co., Ltd., added that competition within the baby wipes market had been increasingly intensified every year as evident through the increasing number of products and manufacturers in the market. “These are both new and old players wanting to expand on new product lines. The baby wipes market in 2006 exceeded 95 million baht in value. This has resulted in more challenging market this year. The market this year will remain positive for continuous growth. Pigeon Baby Wipes, which is considered to be market pioneer and current market leader commands over 38 % of the market,” He explained. Pigeon Baby Wipes Chamomile uses Chamomile, natural extract as the main ingredient, which helps refresh and relax the users. It is also micro biologically tested in Japan for cleanliness and 100% safety. It has the PH value of 5.0, which is compatible to every skin condition even delicate skins like baby’s skin or those susceptible to allergy. Pigeon Baby Wipes Chamomile is free of color and alcohol and can be used as often as needed. As for the marketing side of the latest baby wipes product by Pigeon, Moong Pattana Marketing has initially positioned the product at the same level with that of other Pigeon products, by focusing on 2 groups of target consumers namely mothers, which are the main target market for Pigeon and high potential prospects, which include teenagers and working women who are face conscious. “We are also considered the first to engage in the teen and working women segments. The expansion to the new market segment is expected to help propel greater awareness for our existing products. In order to make campaigning effective, the company has earmarked over 15 million baht worth of budget to fuel both above- and below-the-line activities. Advertising is planned out for printed media, mother care publications, women’s magazines including advertorials, point of purchase (POP) and product sampling of over 200,000 units at various communities to guarantee widespread product testing,” he said. “Apart from encouraging product sampling and bolstering awareness, we also set aside a budget to launch the first commercial, which runs for 45 seconds to promote the baby wipes products under the concept of ‘shining facial skin, delicate baby’s smooth’. The Cinema Ads. is scheduled to be shown in Major Cineplex and EGV movie theatres this July,” he concluded. For further information please contact: PR Consultant Jidapa Pramualsub, Somruthai Polpala Siam PR. Consultant Co., Ltd. Tel.0-2693-7835-8 ext. 32,34 Fax 0-2693-6920, 0-2276-8552 Mobile. 08-1817-7153, 08-9446-3324 Click for photo release at www.thaipr.net