Thai Company Owes Success to Super Junior

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By: PITSINEE JITPLEECHEEP
Published: 15/05/2009 at 12:00 AM
Newspaper section: Business

Osotspa Co, a leading consumer-product conglomerate, is considering expanding the production capacity of its 12 Plus personal-care brand over the next one to three years if Asian economies recover.Marketing director Vichien Santimahakullert said sales of its 12 Plus personal-care products had grown continuously over the past few years after it hired members of Super Junior, a famous Korean boy band, to be its presenters.

Therefore, Osotspa will spend 100 million baht to expand by 30% to 40% the production capacity of all 12 Plus product categories at its factory in the Lat Krabang Industrial Estate.

The additional capacity will serve both domestic and overseas markets.

“We have found that using Korean superstars as our presenters is very successful. Not only our sales increase, the brand image also improves to the international level. Therefore, it is possible to sign another contract with this Korean boy brand to promote our products overseas,” Mr Vichien said.

He said that based on the company’s survey, Korean superstars ranked first in terms of popularity among Thai teenagers, followed by Japanese and Thai performers. “We believe the popularity of Korean stars will continue among Thai teens.”

When the Korean boy band was hired to promote 12 Plus cooling powder and cologne for the first time two years ago, the local market share of the powder climbed to second from third or fourth place. “We also become the market leader in cologne,” Mr Vichien said.

Even in light of the current economic uncertainties, the company has allocated 500 million baht to promote all 12 Plus personal-care products this year. Of the total, about 150 million will be used to promote its new 12 Plus Mini Stick deodorant this year. The company will hire Thai actress Patchrapa ‘Um’ Chaichea, as well as Korean superstars from Super Junior including Choi Siwon, Kim Ryeo Wook, Han Geng and Kyu Hyun to become the new presenters.

Currently, the local deodorant market is worth about 1.58 billion baht. Of the total, about 1.05 billion baht is roll-on deodorant, 461 million baht comes fro the stick format and 73 million from spray deodorants.

With the launch of 12 Plus Mini Stick, the company expects to increase its market share to 16-17% from 10% currently.

source: Bangkok Post Online

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Filed under Hangeng, Kyuhyun, Ryeowook, Siwon, Super Junior

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