Three way campaign to challenge slow market

"Premium consumers today are trying to revise their spending on luxury items. The company has to answer those consumers' needs by offering new technology and added value with this promotional campaign," Detrit Na Takuathung, marketing director of Kuron, said yesterday.

The company forecasts sales of its steam irons would grow by only 50 per cent or Bt150 million this year compared to 90 per cent last year.

The highlight of this campaign is a 15percent discount on Kuron steam irons when the customer purchases Breeze Excel Small & Super laundry detergent at Tops Market or Central Food Hall.

Kuron is among the leaders in steamiron products, accounting for 78 per cent or Bt100 million of the market estimated at Bt128 million. Its sales in the first quarter were estimated at Bt30 million.

Phattaraporn Phenpraphat, vice president for marketing and public relations at Central Food Retail, said this collaboration was part of the company's strategy to focus on customer relations management.

"Both Kuron and Unilever have the same target of answering consumers' needs in the clothes care industry, by offering the promotion to maintain sales growth," said Wannipa Bhakdibutra, vice president for home and personal care at Unilever Group of Companies.

"With this campaign, the company expects its Breeze brand sales will rise by 57 per cent this year," he said.

Kuron is spending Bt30 million to advertise the campaign on television and in magazines and newspapers to capture consumers and the new generation of housekeepers.

Within three months, it also plans to launch a steam iron aimed at middlemarket consumers.