Health Impact sees 'healthy bedding' sales doubling
Health Impact Co Ltd expects to double sales of its anti-allergen bedding to Bt60 million this year and targets a 40-per-cent rise in sales of medicinal shampoo, from about Bt35 million last year.
Somsamorn Kanittanon, the company's product manager for bedding brands, said it had been pushing corporate sales by encouraging companies to offer Winnova bedding as rewards in incentive programmes. The company sells the You Care brand at SB Furniture outlets. It recently signed up Thai Life Insurance Co Ltd to buy Winnova bedding, she said. Citibank has been offering Winnova products to high spending credit-card holders for five years. It has about 50,000 cardholders. Somsamorn said Winnova products were highly sought after because the brand had a high reputation in the medical industry. Health Impact has been selling Winnova bedding for five years and has averaged sales growth of 15 per cent a year. Product prices range from Bt350 to Bt2,000. Somsamorn said outlook for anti allergen bedding was bright as the number of people discovering they have allergies to dust rises as air pollution worsens. Winnova products are sold at several major hospitals, including Bangkok Christian and Ramkhamhaeng, and Health Impact plans to start selling them at 10 more this year as it expands it distribution network beyond Bangkok. About 20 per cent of its expected sales revenue has been earmarked for marketing activities, including road shows. The marketing director of Health Impact's hair-care business, pharmacist Kannika Ekkasak, said the company plans to capture 10 per cent of the Bt250-million anti-dandruff shampoo market. It has about 10 per cent of the Bt500-million market for baldness-prevention shampoos. Its hair-care brand Kurami includes a Bt480 boxed-food supplement, a Bt140 shampoo and the Bt680 Kurami Max food supplement. Health Impact plans to push Kurami Hair Lotion in the second half. The lotion contains golden-millet extract and sells for Bt680 a bottle. Kannika said the company had been slightly affected by the economic slowdown as it had decreased consumers' purchasing power. Its marketing strategy is to upgrade training of sales persons and pharmacists in drug stores so they can better explain the benefits of Kurami products to customers. It will also continue advertising the brand on television, radio and print media.
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