Bio Consumer aims for Vivite to freshen up deodorant market
The manufacturer of household and personal care products, Bio Consumer, has set aside Bt100 million this year to aggressively widen awareness of its deodorant brand Vivite, aiming to achieve a 12-per cent share of the Bt1.47-billion deodorant market.
Vivite currently holds a 10-per-cent share of the deodorant market and reaching 12 per cent will enable it to assume second position, said the company's group product manager, Sirisupa Yingcharoen. The marketing budget is the highest amount ever spent on promoting the brand since it was launched seven years ago. The campaign will use all media channels, including television, radio and posters. As well, more than 70 "Vivite booths" will be set up around the country. The main marketing thrust will be to emphasise the brand's expertise in treating the women's underarm area. Earlier this year, the company launched a third product to complete its Vivite package - "Soothing Lotion for After Hair Removal". The company has also launched a website for consumers to view its products and ask questions related to underarm treatment. Sirisupa said women usually did not want to discuss the topic openly, so the website will allow them to put confidential questions to experts. Citing ACNielsen market research, she said roll-on is the largest segment in the deodorant market, with 79 per cent, followed by spray at 7 per cent and the rest, 14 per cent. In the roll-on segment, Nivea has a 44-per-cent market share, following by Vivite with 16 per cent and Rexona with 11 per cent. In the spray segment, Nivea has a 51-per-cent share, followed by Vivite with 32 per cent. Bio Consumer has annual sales of Bt3 billion, with its household products (comprising three brands) and personal-care products (comprising six brands) each contributing 50 per cent to total sales. Nitida Asawanipont The Nation
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