Cosmetics firm set for sales bonanza
Presenters show OP Natural Products’ first limited collection of beauty products this year: ‘Colours of Asia’. The company hopes to achieve sales of this collection of Bt52 million in the first quarter.
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OP Natural Products, manufacturer of Oriental Princess beauty products, plans four strategies to help it achieve its sales target of Bt1.5 billion this year, representing 11-per-cent growth from last year.
CEO Pasana Intrathip says the four strategies are strengthening brand awareness, launching new products, increasing membership and expanding distribution channels. To build brand awareness, the company has allocated 12 per cent of expected sales as its marketing budget, focusing on its "Keep Beautiful" concept and brand philosophy of "The Splendour of Oriental Beauty". Its "limited strategy" features continuing to launch new collections at specific times. This year, it has started with its "Colours of Asia" collection, with makeup sets for four Asian looks: Chinese, Japanese, Thai and Indian. The collection consists of makeup base, foundation powder, eye colour and base, cheek colour, lipstick, mascara and nail colour, priced from Bt135 to Bt495. The company has earmarked Bt40 million out of its total 2007 marketing budget to market and advertise this collection alone. Marketing strategies include arranging road shows and marketing events with 200,000 samples distributed at office buildings, universities and shopping malls, as well as an onstage performance on February 8. Media channels will also be used, including television and magazines, said Pasana. The company expects the collection to generate Bt52 million in sales in the first quarter. In terms of distribution channels, the company has allocated Bt90 million to open 23 new shops and renovate another 10, with the Siam Square branch to be the first to reopen, next month. Under the expansion plan, two new branches will be opened in the first quarter, in Angthong and Mae Hong Son provinces. The company currently has 203 branches nationwide: 167 shops and 36 department-store booths. The company expects to gain 100,000 new members from its current base of 232,000 through instant benefits to new members and multiple benefits for ongoing purchases by current members. Members currently contribute 77 per cent of total sales. Last year the company achieved sales of Bt1.3 billion.
Nitida Asawanipont The Nation
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