Bangkok--27 Oct--Ogilvy Public Relations Worldwide
Dumex shifts in full gear in readiness for consumer spending expansion as it introduced the latest milk innovations — Prebio ProteQ and 25 mg DHA, five times more than the previous formula — as well as a new eye-catching packaging for its premium milk product “Dumex Hi-Q Prebio ProteQ” that has already been highly successful in other countries. To increase success rate of its latest innovations, Dumex will focus on “360? marketing strategy” to extend its reach to all media and the modern moms.
According to Mr. Niek Van Exel, Managing Director of Dumex Co., Ltd., the company has spent Bt200 million in the redesigning of the Dumex Hi-Q packaging and all marketing activities under its 360? marketing strategy.
The new packaging is a part of Dumex’ regional strategy. Following the recent successful launch in Vietnam, the new packaging is now introduced in Thailand and will be next introduced in China and Indonesia. The blue and gold colors reflect the spirit of innovation and advance research as well as premium position of the product. The gold shield graphic represents protection that Dumex and mothers have for the young children.
“Our market research shows that 90 percent of target consumers love the new design. Our retail partners also feel the same as they feel that the new packaging will spice up this product category in the market,” said Van Exel.
“We have also emphasizes on the latest innovations -- Prebio ProteQ and 25 mg DHA, five times more than the previous formula. The innovation will directly address the needs and concerns of modern moms who highly value immunity and view immunity and brain development as a strong ground for children’s all-round development and learning ability enhancement. We believe that the product will receive warm welcome from the market as usual,” he added.
Monchan Pruekvimolphan, Marketing Director of Dumex Co., Ltd., said that to support the latest innovations, Dumex adopts 360? marketing strategy, in which it heavily communicates to all target audience through all types of media. With key focus on television which effectively reaches mass audience, Dumex prepared a new TV commercial featuring “Bow- Chayada Liewchalermwong” and her son “Ashi” as the living proof of Dumex’ benefits. “Bow-Chayada” represents modern moms who care to enhance children’s immunity and brain development for learning ability enhancement, and select only nutritious products for their kids. “Ashi”, who has been drinking Dumex Hi-Q all along, will convey the message that Dumex Hi —Q helps promote kids’ development and get them ready for new experience and activities. In addition, both presenters are energetic, healthy and smart — the qualities that match well with Dumex Hi-Q product positioning.
Dumex will also emphasize on consumer activities at retail outlets in order to ensure positive experience and perception towards the products. Activities with medical professionals are also planned because they have influence on purchasing decision of the target customers. On-line media is also used to meet with the changing lifestyle of modern parents who rely more on online channel to search and share information.
“The 360? marketing strategy will help strengthen Dumex Hi-Q positioning as the innovation leader who cares for children’s health. Most importantly, this strategy will enable us to effectively reach our target market and strengthen our market base so that we are ready for the economic and purchasing power recovery,” she said.
“Dumex Hi-Q 1 Plus and 3 Plus Prebio ProteQ” in new packaging is available now in leading retail stores and supermarkets. It is available in 600 gm at Bt240; 1,100 gm at Bt418; 1,800 gm at Bt670; and UHT at Bt15.
Issued by : Dumex Co., Ltd.
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Lada Pensitthiporn ([email protected])
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