Bangkok--24 Mar--4D Communication
- Company confident market in 2009 will grow over 20% to maintain market leadership -
Leading name in mouthwash products Listerine launches “Listerine Total Care”, the latest innovative product that combines 6 protections in 1 bottle. The product is aimed to become a new alternative for modern consumers as it offers quality and value for money, a perfect choice for today’s economy. The Company is confident that the market in 2009 will continue to grow around 20-25% as in 2008, growth was around 18.5% with market share of over 70%.
Pramualsri Kongyingyong, Marketing Director of Johnson and Johnson Consumer (Thailand) Co., Ltd., manufacturer and distributor of oral hygiene products under the brand name of Listerine, disclosed that mouthwash in the past year grew significantly at 18.5% due to increased awareness on the part of consumers that bushing is no longer an effective method in maintaining good oral hygiene. “The number of people using mouth wash soared to 51% from 38% and is still going strong. We found that the mouthwash market valued only 1.4 billion baht but the growth rate is significantly high because consumers have been paying more attention to good oral hygiene. This is why Listerine needs to keep in touch with the changing market trend in order to cater to the needs of consumers,” she said.
A survey by the Dental Department 2006-2007 and a consumer survey found that a lot of Thai people suffer from oral hygiene problems despite regular tooth brushing in the morning and before bed. Around 83% of Thai people suffer from tooth decay, 85% inflammatory pain, 50% gingivitis, 29% plague, 22% tartar and 20% bad breath. The results of valuable surveys like those have led Listerine to use advanced knowledge and technology to produce innovative products continuously for the last 130 years. This year Listerine is launching “Listerine Total Care”, a latest mouthwash that combines 6 outstanding protection powers in 1 to provide 1) longer-lasting fresh breath for up to 12 hours, 2) protection against tooth decay, 3) reducing bacteria, 4) natural whitening impact and tartar protection, 5) reducing plague and; 6) promoting healthier gum.
She added that Johnson and Johnson Consumer (Thailand) had invested up to 150 million baht in marketing activities for this year with hopes to maintain strong positioning as the market leader in mouthwash. The marketing activities include advertising through various media channels namely TV, sky train, underground train, radio, magazine and in store advertisement. ‘There is also product sampling at leading dental clinics. Listerine is expected to continue leading the market with around 75% market share from 70% at present, still much higher than other competitors, namely Colgate at 10.7%, Systema at 8.2% and Maybacine at 5.9%. Listerine Total Care is available in 4 sizes namely 80, 250, 500 and 750 ml packaging. Experience the 6 powerful protection with Listerine Total Care at leading department stores and retailers nationwide
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