Royal changes brand positioning for pure to regain sales momentum

This is its first aggressive domestic marketing campaign in two years. The move is a change of direction for the company which has been focusing on export markets and has used DKSH (Diethelm) to market and distribute its products here.

In focusing on the local market again, the company has taken over its own promotional work but DKSH still distributes the products to hospitals, clinics and shopping malls.

"The brand positioning was not correctly developed in the past and distribution channels were not right. They mainly used places like hypermarkets but we actually target upmarket parents. We also took the opportunity to repackage our products," said Janyaporn Sopapornamorn, Royal's marketing manager.

Its marketing plan is to build product awareness through hospitals in Bangkok and major cities nationwide, as well as advertising in parenting magazines and through arranging mother and baby activities. Royal also plans ongoing promotions and giving out product samples.

Janyaporn said that the surge in the cost of living had turned out to be an opportunity for Pure products as many parents who usually opted for imported brands were more likely to turn to locally produced products because they were of the same quality but cheaper.

The company currently exports to 35 countries. It also looking to open new markets and India is its next target.

Janyaporn said the current US dollar weakness had affected the company and he had asked overseas customers to use the euro instead of the unstable dollar.