Oriental Princess draws up a plan to kick-start exports

The maker of "Oriental Princess" beauty products is revising its marketing plan to focus more on direct exports instead of using foreign distributors as in the past.

Manufacturer OP Natural Products said the new export plan would zoom in on product concept and service image and also set up its own sales outlets.

The company will also consider a variety of marketing concepts to meet demand in potential markets.

The company currently relies mainly on indirect export by tourists.

Five years ago, the company exported its products to many markets such as the European Union, United Arab Emirates, Hong Kong and Japan. However, it failed to boost overseas sales because the marketing strategies were drawn up its distributors. This failed to reflect the real concept behind the products.

Pasana Intratip, the company's chief executive officer, said in an interview with The Nation: "We are looking for people with expertise both in beauty products and export markets in terms of import-export regulations, consumer behaviour and brand-building.

"The export structure is being created. Our task force is focused on the concept and image to ensure we're successful. We don't want to repeat previous mistakes," Pasana said, adding that the company planned to re-launch the product in Asia.

The plan will also enable the company to achieve total sales of Bt3.5 billion within the next three years, with an average growth of 15 per cent per year. In addition, the company's medium-term business plan targets to have a few new beauty brands. Total sales are set to reach Bt2.2 billion this year.

"We spent 18 years creating our brand, and now we are ready to grow further in the domestic and export markets through our original and new brands," she said.

The export plan will be launched in the near future. At present, domestic clients account for 90 per cent of total sales.

She noted that the company had concentrated on quality manufacturing since starting business in 1990. To ensure high quality, the company is considering a cooperation arrangement with a French cosmetics-manufacturer, focusing on research and development.

It will also launch the Institute of Beauty Health and Science with a Japanese partner to jointly develop new products and select materials for high-quality production.

Pasana said the company's business goal was to be the country's beauty representative.

The company's products have been classified into three groups, skincare, bodycare and haircare. Lifestyle products such as sun block and perfumes are also among key items to serve the rapidly changing consumer lifestyle.

Other activities have been introduced to create brand awareness through the Oriental Princess Society such as discounts, rewards and lifestyle activities like make-up training. She added that those activities would expand customer base, which had now reached 450,000.

It plans to have 40 new outlets this year, 25 of which have been opened, with an investment of Bt2.5 million each. The company now manages 255 shops.