Osotspa refreshes Babi Mild brand

Wichien Santimahakullert, marketing director of Osotspa, yesterday said the baby-care product market was particularly competitive this year. The company must therefore expand its range, focus on women of all ages and push its products through marketing promotions and campaigns.

"The company would like to replace its baby logo image with that of women in the minds of customers. We expect to expand the female consumer base of Babi Mild products from 30 per cent to 50 per cent this year, while the major market will remain mum-and-baby consumers," he said.

Babi Mild leads with 47 per cent of the baby-fabric washer market, 50 per cent of the bottle and nipple liquid-cleanser market and 58 per cent of the baby-fabric softener market. These markets are estimated at Bt338 million, Bt124 million and Bt171 million, respectively.

The company's first-quarter sales were 10 per cent higher than the same period last year. Overall market growth was 5 to 10 per cent.

"We expect our sales to grow this year by 7 per cent," said Wichien.