Dove feathers its nest with 500,000 free samples
Wannipa Bhakdibutra, left, vice president of the Personal Care Business Unit of Unilever Thai Trading, together with popular actor Theeradej Wongphua-phand gave out samples yesterday of Dove shampoo and conditioner’s Delicate Care formula to shoppers in S
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Unilever Thai Trading Co Ltd is spending Bt62 million on a marketing and advertising campaign to re-launch its Dove shampoo and conditioner's Delicate Care formula.
The company formerly did not focus on promoting the formula.
To better compete in the saturated hair-care market in Thailand, the company decided to adjust the shampoo's ingredients and market the product heavily. Wannipa Bhakdibutra, vice president Unilever Thai Trading's personal care business unit, said the company main objective is to strengthen the long-term brand loyalty of customers rather than put high expectations on sales. The Delicate Care formula targets women with normal hair, who account for 20 per cent of the women around the country. Yesterday, the relaunch was kicked off at a marketing blitz with that saw 665 Dove employees fan out to more than 300 areas in Bangkok to distribute 500,000 samples of the products. Unilever Thai Trading's main targets during the swarm were office women, university students and shoppers. Wannipa said other activities in provincial areas would follow. The company brought Dove shampoo to the Thai market four years ago. The other two formulas are Conditioner for weak hair and Essential Care for problems like oily hair or dry hair. Last year, it relaunched Conditioner with a new formula and packaging. Among the three shampoos, Conditioner is Dove's best seller, accounting for 45 per cent of the company's sales. Those results are in line with the survey referred to by Wannipa that found 45 per cent of Thai women had what she described as weak hair. Women with normal hair and general hair problems share about the same proportion. Dove is one of Unilever's main shampoo brands with a 9-per-cent share of the domestic Bt9-billion shampoo and conditioner market. The others two are Sunsilk with 27.5 per cent and Clinic with 15 per cent of the market. Following the Delicate Care campaign, the company expects its overall market share for hair products to increase by as much as 2 per cent. Nitida Asawanipont The Nation
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