Bangkok--24 Mar--Philips Electronics
Philips Electronics (Thailand) Ltd, led by Mr. Somchai Tawonrungroaj, General Manager of Consumer Lifestyle sector, launches Philips Intelligent Water Purifier, highlighted with a state of art advanced Power UV + technology, ensuring the water dispensed is pure. Philips Intelligent Water Purifier is the only brand in Thailand that is certified by the US-based Water Quality Association (WQA) Class A standard. The company is confident to become the leader in Thai premium water purification market in 2009
Mr. Somchai said that “The Philips Intelligent Water Purification launch is the Asian campaign. Thailand is the second country after India which launched middle of last year. And, Philips schedules to introduce this product in other countries such as Korea, Malaysia, Japan and Vietnam during March and April this year. The Philips Intelligent Water Purification launch is in line with Philips Global strategy to deliver products that can help improve people’s health and well-being.”
Philips Intelligent Water Purifier is certified by WQA, the non-profit organization for testing and certification program in the drinking water treatment industry with Class A standard. Class A certified water purifiers means that it is designed to disinfect microbiologically contaminated water that meets all other health standards. To ensure this, Class A appliances are required to deliver a minimum ultraviolet (UV) dosage of at least 40 mJ/cm2. Philips Intelligent Water Purifier is the only brand in Thailand certified the WQA Class A standard. This is in addition to other certifications awarded by KIWA Water Research, the Netherlands and the Bureau of Indian Standards.
Mr. Somchai said that “Apart from the mentioned certifications, Philips intelligent water purifier has many key product highlights. Philips Power UV+ technology can deliver as high as ultraviolet dosage of 54 mili-Joules Per square meter, the highest rate in the market. Therefore, it can destroy known water-borned viruses, bacteria, parasites and amoebae while active carbon and sediment filter removes turbidity, chlorine, volatile organic chemicals, cysts and larger micro-organisms retain mineral and improve taste of water. As a result, the Philips water purifier produces safe pure drinking water 99.99 percent free of all contaminants.”
“Philips targets at health-conscious general consumers aged 25 years old up and families who are looking for high quality and efficiency to help improve their health and well-being. Philips introduces two models of Intelligent Water Purifier: WP3892 at 29,900 Baht and WP3890 at 24,900 Baht available at leading department stores and Philips distributor outlets nationwide”
Philips has set aside 100 million Baht budget for Philips Intelligent Water Purifier marketing and sales program. The Advertising program is planned to include the advertorial to communicate the efficiency of Philips Intelligent Water Purifier by selected actors and actress: Ms. Warattaya Nilkuha (Jui) Mr. Wongsakorn Poramathakorn (New) and parents-to-be Mr. Chetawut and Mrs. Chanokwanan Watcharakul representing the new generation who are health consciousness. This is to create awareness and understanding on the importance of safe and pure drinking water. The company also plans to air the TV advertisement to emphasis on the performance of Philips Intelligent Water Purifier.
Philips continues the Consumer Experience Marketing strategy to allow consumers to test and demonstrate on the product performance at point of sales and will organize the Health Caravan Roadshow nationwide: packing the health-related products including blender, juicer and air cleaner, together with arranging for various activities presenting in the form of infotainment by combining the presentation of product information with entertainment activities nationwide Ms. Warattaya will join some of the roadshows to help create a good health experience to targeted consumers.
Philips also focuses on its effective after sales service by appointing the Philips Intelligent Water Purifier service center and arrange for the hotline number of 02-720-7066 to provide product support information and product installation within 48 hours after purchase nationwide.
Mr. Somchai said that “Health related product market still has potential to grow as consumers have increasingly paid more attention to their health. With Philips Intelligent Water Purification performance and marketing program will help Philips to achieve the target to become the leader in Thai premium water purification market in 2009.”
Currently, the water purification market in Thailand values around 300 million Baht with a strong growth potential. Of the total water purification market, 40 percent is categorized as premium brand and 60 percent is categorized as mid- to entry level. The premium water purification market is expected to increase to 50 percent next year after Philips markets the water purification product in Thailand.
Public Relations Department: 02-614-3333 ext 3486, 3627