A presenter shows Philips’ latest electric shaver, the Smart Touch-XL, yesterday.

Urasinee Deeprasert, general manager of the company's domestic appliances and personal care division, said the Dutch parent company foresees the new marketing policy as enabling Philips to be more successful in imprinting the brand in the minds of consumers.

She said Philips would spend more on marketing this year than last.

One of the reasons behind the new strategy is the negative economic factors that emerged around the world last year, which might result in declining consumer purchasing power, she said.

Philips is a major sponsor of many global events this year such as the Fifa World Cup in Germany and Formula One racing team Williams' 2006 grand prix campaign.

Philips in Thailand has started applying the new marketing strategy to its electric shavers.

The deal with the Williams F1 team will enable it to reach a large audience as Formula One races are televised in 172 countries and watched by tens of millions of people.

Among the two million people who attend races, 38 per cent are said to be women. This would give Philips the opportunity to promote its range of shavers for women.

Philips is considered a world leader in the electric-shaver market, yet it has not gained significant inroads in the Thai market.

Urasinee estimated the overall electric-shaver market in Thailand at only 100,000 units, which accounts for just 5 per cent of the world market.

The company plans to conduct road shows at all major department stores and shopping complexes in Bangkok.

Each event will feature two Formula One simulators as well as online racing games to give members of the audience a chance to win a trip to the Shanghai Grand Prix in October.

Nitida Asawanipont

The Nation