Bangkok--11 Feb--โฟว์ดี คอมมิวนิเคชั่น
Babi Mild Sweety Pink begins the year with chances to say ‘I Love You’ in a special way with Babi Mild Sweety Pink Love Letter Campaign. Winners will be flying to Paris, France with pocket money. Other prizes include Sony Ericsson T303 mobile phone, which will be offered up to 50 units every week, adding to 250 units in total. Prizes are worth over 2 million baht in value. The campaign is designed as a gesture of gratitude toward consumers who believe in the products and have made the sales increase by as much as 51% since its inception. The market share in 2009 is expected to increase by 3-5% to close to 25%.
Wichien Santimahakullert, Marketing Director of Osotspa Co., Ltd. manufacturer and distributor of Babi Mild products, disclosed that the current value of the market was around 4 billion baht and last year growth was around 4%, with baby powder being the market leader with 60% market share. “Its growth in the last 2 years continued to remain positive with the highest growth of 9%. The market remains highly competitive with players using integrated marketing strategies to penetrate target audience. Local brands are trying to resort to cut-price strategy or buy 1 get 1 free to remain in the game. In 2009, growth of baby powder is projected at 7%, which is very high when compared with other consumer groups,” he said,
“For 6 months after the product introduction, Babi Mild Sweety Pink has been well received by the market with positive sales growth to allow continuous effective sales activities such as Babi Mild Sweety Pink Smooth Silky Skins from Shea Butter. The campaigns help promote bigger market share, which is now at 22%, up 5-6% only in the span of 6 months. The product also helped expand the brand Babi Mild among Thai consumers, creating a marketing phenomenon with sales growth of 51%, the highest among baby powders. Success could be attributed to clear product positioning by focusing on female consumers who are teenagers, students and university students. A strong marketing analyst team helps create effective consumer insight to find new product creation that meets the existing market demand using the selling point of sweet scent made from Shea butter to appeal to the women. We also used an idol to promote the product to take Babi Mild Sweety Pink to success,” he explained.
From the overwhelming success, Babi Mild Sweety Pink is again promoting a fresh campaign to thank consumers and celebrate its 20th anniversary. The campaign called Babi Mild Sweety Pink Love Letter is designed to express our sincere gratitude toward the consumers who have trusted our product. “The campaign also aims to enhance consumer satisfaction to a higher level as it offers a chance to win a free trip to Paris, France and free Sony Ericsson T303 Sweety Pink Limited Edition mobile phone, which will be offered 50 units each week or 250 units in total. To participate is simple. Just write message of love along with a Babi Mild sticker from any Babi Mild powder product and send to PO box 66 Ladprao, Bangkok 10310. For details, visit www.babimildsweetypink.com,” he said.
As for the overall market of powder products in 2009, Wichien said he was confident Babi Mild Sweety Pink would remain important in driving up the market value. “Other brands will also do their best to maintain their market share and we believe the market will grow at 75 in total. For us, we have planned to launch marketing and promotional campaigns to maintain our customers as well using the concept of integrated marketing implementation with hopes to bolster market share by 3-5% to 25%,” he concluded.
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