According to Ms. Pasana Intratip, Chief Executive Officer of O.P. Natural Products Company Limited, Oriental Princess has adopted proactive strategy in product development and created activities that tap into every lifestyle of women. On top of product quality, it is important to relate various aspects of beauty to women’s lifestyle in order to establish Oriental Princess brand into everyday life of the consumers. Based on this idea, the company’s marketing effort has developed into an integrated marketing communications strategy that covers everything from launch of new products, supporting campaigns, membership expansion, through to point-of-sale service by Oriental Princess.
“As a result of our proactive strategy, Oriental Princess’ sales hiked 21% to 3,012 million baht in 2009 while the number of members also rose significantly to 765,000,” she said. “Oriental Princess will this year focus our extensive product development in four key categories – skin care, body and hair, colours, and lifestyle – to offer a comprehensive range of innovations for treatment and care of each skin type. In addition, we will also enliven the market with introduction of special collections, especially in colours and skin care products, along with lifestyle activities and privileges for members of Oriental Princess Society. A target has been set to expand the membership base with 216,000 new members.”
Ms. Pasana continued, saying that Oriental Princess targeted sales of 3,250 million baht this year.
Mrs. Apaiporn Srisook, Marketing Manager of O.P. Natural Products Company Limited added that Oriental Princess has livened up the first quarter by introducing MAYA Limited Edition, an offering from colours product category which contributed 34% to Oriental Princess’ sales. The development of this product is grounded on the concept of women’s holistic beauty that involves various beauty elements, including face, colours, attire, intonation, personality, and scent.
The MAYA Collection is comprised of colours and fragrances in five maya themes: Love Maya Orchid Heaven, Desire Maya Magic Rosea, Mystery Maya Moonlight Cactus, Envy Maya Flaming Parrot, and Joy Maya Blooming Blaze. It offers women the mix-and-match fun of complementing facial colours, fragrances, and body gestures, especially when modern lifestyles have given women a variety of roles in different situations.
Mrs. Apaiporn said Oriental Princess would spend 50 million baht on a 360º communications campaign to support of the launch of MAYA Limited Edition. Utilizing all channels of communication, the campaign seeks to communicate how to apply maya to complement beauty and achieve perfection. It highlights MAYA Academia on www.orientalprincess.com/
In addition to this, a 30-second TV commercial titled ‘Maya’ has been released while printed advertisement can be seen on magazines. Troop visit to key office buildings will be organized to penetrate into the primary target group of career women. Workshops will also be held exclusively for members of Oriental Princess Society, and point-of-sale activities will take place at Oriental Princess Shops nationwide.
